Sprite is set to launch its ‘Summer Sprite Cold Lyrics Series’ cans that will feature cold-inspired lyrics from six rappers, including Vince Staples, Lil Yachty, DRAM, Vic Mensa, Kamaiyah and Kap G.
The new packaging will display six existing lyrics from each artist selected by Sprite 'for their unique perspective and reputation for staying true to themselves'.
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Coca-Cola North America Sprite & Citrus Brands director Bobby Oliver said: “Sprite was one of the first brands ever to recognise the power of hip-hop more than 30 years ago.
“It has always celebrated authenticity and collaborated with a variety of emerging, established and legendary artists.
“This year, the Summer Sprite Cold Lyrics Series is a new way for us to shine the spotlight on cool, crisp, refreshing, lemon-lime Sprite and these six incredibly talented artists who are making their own mark and represent the next-generation of hip-hop stars.”
The lyrics will be featured on special versions of Sprite's 16oz cans and 20oz bottles, which will be available in stores across the US for a limited time.
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By GlobalDataBetween 26 June and 28 August, customers will also be able to win prizes by purchasing the limited-edition cans and bottles.
The Summer Sprite Cold Lyrics Series is a part of the brand’s Wanna Sprite campaign, which launched in 2016.
The programme will be supported with a comprehensive integrated marketing campaign, which will include TV, outdoor, radio, digital, social and in-store advertising developed by Wieden + Kennedy New York.
Image: Summer Sprite Cold Lyrics Series. Photo: courtesy of The Coca-Cola Company.
