Sprite Collaborates with Influencers and Music Fans to Discuss Classic Hip-Hop Track List

Sprite announced today the launch of a new marketing campaign, marking the Coca-Cola brand's further engagement in the hip-hop cultural conversation it has been part of for four decades. The campaign, called "The Living Tracklist," aims to build an ever-evolving list of hip-hop's most influential songs, integrating packaging, social content, and a digital experience powered by lyrics site Genius. Details were obtained by Marketing Dive.

"Sprite has never been a brand that only shows up when hip-hop is popular. Sprite has been with the culture and part of it from the beginning," Chris Keyes, Director of Creative and Strategy at Sprite North America, said in a statement.

Dynamic Playlist and Panel Mechanism

As its name suggests, "The Living Tracklist" is a Spotify playlist designed for people to discuss and adjust over time. To determine the initial song list, Sprite partnered with Genius to assemble a "Cultural Authority Panel" of seven hip-hop figures, including Angie Martinez, Speedy Morman, Scottie Beam, Nyla Symone, Rob Markman, Joshton Peas, and Frazier Tharpe. The panel's discussion will be released as a 40-minute YouTube video, accompanied by shorter versions for social media to further spark conversation.

"The disagreement is what makes this campaign special. So, when crafting social content, we intentionally guide people to ask: 'Did we get it right? Do you like this song? Do you agree?' We want to encourage discussion and dialogue because that's where the richness and engagement come from," Terika Fasakin, Senior Brand Director at Sprite, said in an interview.

Limited-Edition Packaging and Digital Experience

The playlist will also be brought to life through 26 limited-edition packaging designs featuring key lyrics from classic hip-hop songs spanning from the late 1970s to today. The campaign covers tracks from Sugarhill Gang's "Rapper's Delight" to GloRilla's "TGIF," marking the largest number of songs Sprite has licensed at one time. The new packaging will appear on Sprite and Sprite Zero cans and bottles from July through September. The designs were created by six illustrators, reflecting the different musical styles of the six decades represented.

Consistent with Coca-Cola brand practices, QR codes on the packaging will play a key role, directing consumers to an immersive digital space built around a custom microsite hosted by Genius, where users can dive deeper into the discussions, watch more videos, and participate in surprise giveaways.

"If you create something people want to learn about, read, experience, or debate, then commercial success will naturally follow. That's how Sprite has always supported hip-hop culture," Fasakin said. "When you go to the digital site, you'll see a longer list of songs; and even beyond that, because this is a living campaign, it's never final, and it's not a marker in time. It's meant to spark discussion."

Promotion and Background

The campaign will be supported by advertising across out-of-home, audio, retail, digital, and social channels, and amplified by Genius and media company Complex, which developed custom co-branded social content for this effort.

Earlier this year, Sprite launched its "It's That Fresh" global platform, including a refreshed visual identity, global partnerships, and an audio identity created with hip-hop producer Mustard. According to CEO Henrique Braun during an earnings call, the brand saw strong volume growth globally. Coca-Cola overall saw organic revenue growth of 10% in the first quarter (2026).

Sprite's deep ties to hip-hop music and culture date back to 1986, when rapper Kurtis Blow appeared in an advertisement. The brand launched its iconic "Obey Your Thirst" campaign in 1994 and evolved it into the "Obey Your Verse" campaign in 2015. In 2019, the hip-hop-themed "Thirst For Yours" campaign replaced "Obey Your Thirst," which returned in 2024 as part of the brand's efforts to attract Gen Z consumers and helped Sprite surpass Pepsi. With the launch of "The Living Tracklist," Sprite continues its long-standing marketing tradition centered on hip-hop music and culture.

"We carry a significant responsibility to represent hip-hop culture and respect it in every campaign," Fasakin said. "It doesn't get easier just because we've been doing it for 40 years. Every time, you have to sit down and be willing not to take shortcuts."