The once iconic hip hop brand was searching for ways to reconnect with new young African American & Hispanic audiences. After heavy investment in celebrity endorsements, they still hadn’t found a way to catch the attention of young millennials and Gen Z’ers.
We designed and launched a creative campaign called Sprite P.O.U.R. (Purveyors of Urban Reality). Highlighting the people our audience admired most, up and coming talent from their own neighborhoods. We researched, identified, and showcased over 250 creatives around the nation through photo, video, and major-city activations.