To keep itself relevant within the culture, Chaney said Sprite just keeps listening to its consumers and keeping “our ear to the streets.” The brand pays attention to what they’re listening to and posting, and as a result has delved into hip-hop’s own subcultures within trap music and alt rap.
“It added credibility for consumers in a way that they felt that, ‘This is a brand that sees me.’ We weren’t just advertising for the sake of advertising,” Chaney said. “Hip-hop made Sprite what it is today.”
