“Sprite has no intention of leaving hip-hop’s side,” said A.P. Chaney, Sprite’s director of creative strategy. “We were one of the first brands that went into the space—when it was deemed a subculture and nobody wanted to take a chance on it—but 2023 and beyond is really about pushing the endless possibilities of hip-hop and how it’s fully entrenched in our culture.”
The world is yours
In 1999, Sprite teamed up with Eve, Mia X, Angie Martinez and Amil on a series of ads based on Shaw Brothers kung-fu movies featuring the Venom Mob. Fighting against Kool Keith for much of the campaign, the foursome eventually reveals their nemesis to be their master—mother of hip-hop Millie Jackson.
In a year when Amil, Lauryn Hill, Faith Evans, Solé and Missy Elliott all made appearances in Billboard’s year-end Hot 100, it was a statement by Sprite about the growing power of women in the genre.
It was also the year GloRilla was born. Inspired by drill godfather Chief Keef, signed by Memphis heavyweight Yo Gotti and featuring Latto, Cardi B, Moneybagg Yo and Lil Durk on her tracks and remixes, Glo’s 2023 has seen her as the soundtrack of Method Man’s house and a prominently named drop on Nas’ new album. For hip-hop’s 50th, she also joined Sprite’s long line of legends.
“They stand for hip-hop, they support hip-hop, and the other thing I appreciate is that they’ll shine a light on hip-hop because a lot of brands don’t do that,” GloRilla told Adweek. “I’ve been a Sprite fan for a long time—I drink Sprite in my dressing room when I’m getting ready—and [a product I endorse] has to be something I like and I actually deal with and relate to.”
