# Craveable Soda Packaging Sprite is Reviving Its Obey Your Thirst Campaign for a New Generation By Laura McQuarrie | Published 2024-04-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/obey-your-thirst References: [packagingnews](https://www.packagingnews.co.uk/design/new-packs/sprite-obey-your-thirst-22-04-2024) & [bleedingcool](https://bleedingcool.com/pop-culture/sprite-is-bringing-back-the-iconic-obey-your-thirst-campaign/)  The [Coca-Cola Company](https://www.trendhunter.com/trends/soft-drink-partnership) is reviving Sprite's Obey Your Thirst from the 90s and the relaunched campaign for a new generation includes new ads timed for the NBA Playoffs and [limited-edition packaging](https://www.trendhunter.com/trends/newstalgia-1). In all, there are four Obey Your Thirst designs to discover, each of which points consumers to an on-pack experience. By scanning the QR code, drinkers will be directed to a digital hub called Obey Days, complete with fashion, arts, music, sports and entertainment. Brian Rogers, senior director of brand marketing for [Sprite North America](https://www.trendhunter.com/trends/hurts-real-good), says “With the revival of Obey Your Thirst, we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.” The new creative pays tribute to Grant Hill's 1994 campaign by featuring Hill and referencing the anti-advertising approach that made Sprite a counter-culture icon. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 83% | Activity: 85% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Revived Brand Campaigns:** Sprite is reviving its iconic Obey Your Thirst campaign from the 90s to connect with a new generation of consumers through limited-edition packaging and digital experiences. - **QR Code Engagement:** Drinkers can scan QR codes on Sprite's packaging to access a digital hub called Obey Days, offering a blend of fashion, arts, music, sports, and entertainment experiences. - **Brand Tributes and Nostalgia:** The new creative direction of Sprite's campaign pays homage to Grant Hill's 1994 promotion, celebrating the brand's history and countercultural roots. ### Who This Affects Most - **Beverage:** The beverage industry can leverage revived brand campaigns like Sprite's Obey Your Thirst to captivate new audiences and strengthen brand loyalty. - **Packaging:** Innovative packaging solutions incorporating QR codes for interactive experiences, as seen in Sprite's campaign, can enhance consumer engagement and brand storytelling. - **Marketing and Advertising:** Marketers and advertisers have an opportunity to explore nostalgic brand tributes for iconic campaigns, tapping into consumer emotions and connecting with diverse audience segments. ## Related on Trend Hunter - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [Retro Sports Drink Revivals](https://www.trendhunter.com/trends/gatorade-3.md) - [Limited-Edition Team Cans](https://www.trendhunter.com/trends/unrivaled.md) - [Limited-Edition Hip-Hop Sodas](https://www.trendhunter.com/trends/sprite-lymonade-legacy.md) - [Refreshing Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/beverage-campaign.md) - [Redesigned Sports Drinks](https://www.trendhunter.com/trends/choose-better-campaign.md) - [Nostalgic Soda Flavors](https://www.trendhunter.com/trends/diet-coke-retro-lime.md) - [Rebranded Offbeat Sodas](https://www.trendhunter.com/trends/dr-pepper-rebranding.md)