Sprite has reintroduced its Obey Your Thirst campaign for a new generation of consumers.

As a result, the new campaign features a fresh TV advert starring NBA Star Anthony Edwards, who previously partnered with Sprite in 2022, and Sha’Carri Richardson, the world’s fastest woman and Sprite’s first female athlete partner.

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The campaign also features engaging activations across limited edition packaging, digital platforms and sports collaborations.

Initially introduced in 1994, Sprite’s original Obey Your Thirst campaign broke new ground by promoting authenticity, the FMCG brand claimed.

Now, Sprite is building on this legacy by encouraging consumers to embrace their uniqueness and pursue their interests through a refreshed Obey Your Thirst campaign.

Sprite North America Senior Director of Brand Marketing, Brian Rogers, said: “Now more than ever, this generation is bombarded with opinions and trends about how they should be living their lives.

“As a brand deeply rooted in championing individuality and authenticity, Sprite recognizes the overwhelming pressure and impact this can have on the growth and ambitions of a younger generation.

“With the revival of ‘Obey Your Thirst,’ we’re excited to introduce this timeless message to Gen Z and inspire them to embrace their uniqueness and confidently chart their own path.”