Following an advertising campaign last year that saw the faces and lyrics of Drake, The Notorious B.I.G. and Nas appear on cans of Sprite soda, the brand is now featuring 16 lyrics from three new rappers on its packaging.
Cans will include lyrics from Missy Elliott, Tupac and J. Cole -- along with cartoon renditions of their faces. This will mark the second of the company's 'Obey Your Verse' campaign. Consumers are encouraged to take photos of themselves along with the Sprite soda cans in order to increase awareness for the brand. Once they have taken pictures of their favorite lyrics and rapper, consumers can submit them to the brand's website and have a chance at winning a prize. The rewards range from high priced concert tickets to signed merchandise and collectibles from the artists themselves.
What's Driving This Trend
- Celebrity-branded Products
- Creating unique collaborations with popular celebrities can generate buzz and increase brand awareness by tapping into their loyal fan base.
- User-generated Content Campaigns
- Promoting consumer engagement through photo submissions and social media can create a sense of community and boost brand loyalty.
- Interactive Packaging
- Incorporating engaging elements like lyrics and cartoon renditions on product packaging can captivate consumers and make the product more memorable.
Who This Affects Most
- Beverage Industry
- Integrating celebrity collaborations and interactive packaging concepts can differentiate brands in the competitive beverage market.
- Music Industry
- Exploring partnerships with popular musicians can provide new revenue streams for music labels and artists, while also increasing their exposure.
- Marketing Industry
- Developing user-generated content campaigns can offer unique opportunities for marketers to create viral and authentic advertising experiences for their clients.
