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Sprite launches limited-edition packs for retro ‘Obey Your Thirst’ campaign

Sprite is reintroducing its iconic ‘Obey Your Thirst’ campaign, 30 years after its initial introduction in 1994.

The campaign features all-new creative with NBA All-Star Anthony Edwards and the world’s fastest woman Sha’Carri Richardson and Sprite’s first female athlete, including new packaging.

Sprite is introducing the limited-edition packaging which features four ‘Obey Your Thirst’ designs taking centre-stage, including an on-pack experience created to inspire Sprite drinkers everywhere.

Consumers can can the on-pack QR code can access ‘Obey Days’, a digital hub featuring fashion, arts, music, entertainment, and sports and more.

Brian Rogers, senior director of brand marketing for Sprite North America, said: “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.”