lilyachtysprite_LEAD

Lil Yachty, Vince Staples, DRAM, Vic Mensa, Kamaiyah and Kap G pose with they lyric Sprite cans; Photo: Fast Horse/Coca-Cola Company


A slew of rappers will be covering Sprite cans with their lyrics for the company’s summer ad campaign, “Summer Sprite Cold Lyrics Series,” reports Billboard.

The rappers — Lil Yachty, Vince Staples, D.R.A.M., Vic Mensa, Kamaiyah, and Kap G — are going to be showing off the lyrics to their songs “Minnesota,” “Norf Norf,” “Sweet VA Breeze,” “Hollywood LA,” “Ain’t Goin Home,” and “I Be Up.”

This is the third installment of lyrics on Sprite cans, formerly featuring lyrics from rappers The Notorious B.I.G., Nas, and Rakim, among others. And Sprite’s parent company, Coca Cola, did this a couple years ago, taking lyrics from China’s most popular musicians and slapping them on cans.

For this most recent campaign, however, Bobby Oliver, director, Sprite & Citrus Brands, Coca-Cola North America, wanted the lyrics to match what was inside the Sprite cans.

“We thought that the words we chose from their lyrics perfectly represent the cool, cold, delicious, intrinsic attributes of Sprite that we want to promote,” Oliver said. “So it’s a fun way to not just bring them on as endorsers of Sprite and endorse Sprite but to do so in their own words that they feel represent their lifestyle and that represent hip-hop and the game right now.”

And Oliver insists this is not a money-making gimmick, but rather it’s about honoring true hip-hop.

“It’s not about a corporate marketing gig or anything in that nature,” he said. “It’s about how do we stay true to what hip-hop was meant to be, what it originally meant to our fans and just provide that platform for them to enjoy it.”

Furthermore, Oliver said Sprite’s relationship with hip-hop is a “two-way” street.

“We don’t like to think of it as we’re taking a corporate campaign and fusing it into hip-hop,” he said. “What we wanted to do is we recognize hip-hop’s popularity and the fact that the artists in that genre are really looking to just express themselves and stay true to who they are. They have a voice and they have a point of view that nobody was paying attention to…”