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SBD/31/Sponsorships Advertising Marketing
SPRITE WANTS YOUNG PEOPLE TO OBEY THEIR THIRST
Published March 31, 1995
Sprite is pushing it's "Obey Your Thirst" campaign with what it claims to be one of the most comprehensive consumer promotions ever. The official soft drink of the NBA will provide up to 45 million bottles of Sprite and 3.6 million Sprite/NBA prizes to be won by consumers. The campaign will also feature 15 NBA players in their local markets, including Grant Hill. The "Under the Cap" promotion gives consumers a chance to win prizes including Starter caps, Champion Jerseys, Starter Warm-up suits, Spalding basketballs, and NBA player calendars. Hill is featured in the ad campaign, which is being conducted in the U.S. and internationally. Coca-Cola VP/Marketing Frank Bifulco: "The NBA, more than any other sport, has the right attitude for Sprite's 'Obey Your Thirst' campaign." The 15 players in local markets will participate through personal appearances, ads, and point-of- sale materials (Coca-Cola). Coca-Cola would not disclose how much it was spending on the promotion (Chris Roush, ATLANTA CONSTITUTION, 3/31).