Diversity, Equity and Inclusion

Don't Call It a Campaign: 'Hip-Hop Made Sprite What It Is'

The brand celebrates nearly four decades as part of the culture by maintaining support of its artists

(Clockwise from left:) GloRilla, Nas, Latto and Rakim represent Sprite's past and future in hip-hop.Sprite

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You don’t have to know who Millie Jackson is to celebrate hip-hop’s 50th anniversary.

The rulebook doesn’t demand that fans had to listen to the Jay-Z/Nas “Ether” battle on Hot 97, play “If I Could Go” in their car or hear half of New York’s rap royalty call her “Ma” to appreciate Angie Martinez. You don’t have to know why Kriss Kross wore their clothes backwards or how Goodie Mob, Fat Joe, Common, Mack-10 or Afrika Bambaataa formed Voltron.

You

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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