As America celebrates its origins, this summer is more than just a sea of red, white, and blue. Culturally relevant moments set to a musical soundtrack encapsulate pivotal times in the country’s history. With its new campaign, Sprite and The Living Tracklist open a conversation to hip-hop’s history and its impact on the country’s culture.
While Coca-Cola’s signature font and red hue feel innately americana, Sprite’s vibrant green invites people to explore possibilities. Whether it is an epic basketball move on the hardwood or inviting people to “Obey Their Thirst,” Sprite feels like a choice, a statement.
In partnership with Genius, The Living Tracklist is a dynamic program that explores the best of hip-hop. Putting aside heated debates on the ultimate song or the best artist, this fluid discussion of the genre, its cultural impact, and its future, the platform invites people to listen to a beat, contemplate a lyric, and quench a thirst for impactful music.
As Chris Keyes, Director, Creative + Strategy for Sprite North America said, “Sprite has never been a brand that just shows up when hip-hop is trending. Sprite has been with the culture and of the culture since day one. The Living Tracklist is the truest expression of that commitment to intentionality. It wasn’t dreamed up in a boardroom, but in collaboration with the people and partners who shape the culture every day.”
How Can Fans Join Sprite’s The Living Tracklist Conversation?
This new Sprite campaign has two aspects. First, the beverage brand launches 26 limited-edition packaging designs. Covering six decades of music, the six illustrators created custom artwork. Blending their personal artistic styles with inspiration from the album artwork and culturally relevant references, these designs will quickly become collectibles.
The tracks represented on cans include: Rapper’s Delight (1970s), The Payback (1970s), Me, Myself and I (1980s), C.R.E.A.M. (1990s), U.N.I.T.Y. (1990s), Big Poppa (1990s), Shook Ones, Pt. II (1990s), Crush on You (1990s), Superthug (1990s), Still Not a Player (1990s), Insane in the Brain (1990s), California Love (1990s), My Name Is (1990s), Bling Bling (1990s), Southern Hospitality (2000s), Grindin’ (2000s), Back Then (2000s), Country Grammar (2000s), Crank That (2000s), Drop It Like It’s Hot (2000s), Super Bass (2010s), Bodak Yellow (2010s), March Madness (2010s), Norf Norf (2010s), Magnolia (2010s), and TGIF (2020s).
The collectible designs will be available in both Sprite and Sprite Zero Sugar. They hit shelves starting in July and will be available until September, or while supplies last.
In addition to the special designs, the campaign includes “immersive digital ecosystem.” By scanning the QR code, users can explore the Genius-hosted microsite. From deep dives into lyrical references to cultural references, people can see how music influenced the time.
How Will Sprite’s The Living Tracklist Make an Impact?
The key to this campaign’s success is its ability to get people talking. Best of lists get people taking sides and pleading for their choices. While those clear opinions are important, this message is bigger than just determining superiority.
The key to this discussion is the impact. Hip-hop impacted the nation beyond just the musical style. For example, rap music has influenced First Amendment rights and song lyrics were even part of the Supreme Court case Elonis v. United States (2015). Those moments represent what it means to citizen’s ability to express themselves, which will never be part of any AI musical endeavor.
Yes, people can think of the soundtrack to a reel, a movie moment, or just a favorite song, but hip-hop is as vital to the American music culture as jazz. That form of expression, a snapshot in time, and a hope for the future.
Sprite opens the conversation to The Living Tracklist and hopefully it will continue long after the packaging disappears from store shelves.
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