Sprite and Joe Freshgoods give Obey Your Thirst a glow-up
When Sprite relaunched its Obey Your Thirst campaign, another generation of drinkers discovered an idea that transcends refreshment. It is a celebration of embracing personal passions, individuality, and expression. With the new Joe Freshgoods collaboration, those sentiments get a visual interpretation.
Food and fashion collaborations have become a popular part of the pop culture collective. It is more than just a t-shirt or a bucket hat. Who and why a brand chooses to collaborate with a particular artist has meaning.
For those people unfamiliar with Joe Freshgoods, the Chicago streetwear designer and creative director has used his hometown as inspiration. While the Windy City might blow trends in and out as fast as that strong breeze off the lake, the brand has solidified its influential position.
The Sprite and Joe Freshgoods collaboration includes special can designs as well as wearable items. The special capsule collection will drop on November 29, 2024 via JoeFreshgoods.com.
Speaking about the collaboration, A.P. Chaney, Senior Creative Director for Sprite North America explained, "Obey Your Thirst stands as a reminder to stay authentic, but the strength of its message lies in the limitless ways it can inspire and resonate in the lives of our consumers. We’re excited to bring Obey Your Thirst to life through the lens of fashion — Joe is known for blending cultural references in a unique way, and his interpretation of what it means to be true to yourself is powerful, especially through the lens of the black experience. This is the type of partnership that really resonates with our audiences and reinforces Obey Your Thirst’s impact on culture – past, present, and future.”
As seen with the can designs, the look is different from the traditional Sprite cans. While the logo is still quite apparent, it is meant to evoke an emotion. The connection to Chicago’s vibe and look is there, but there is also a universal appeal. Overall, the feeling is meant to be exuberant, vivacious, and inclusive. Combining the past and present is an expression of individuality.
If one can will inspire others to embrace their passions, express themselves, or otherwise believe in themselves, the campaign has done its job.
More information on the Joe Freshgoods collaboration can be found on JoeFreshgoods.com.