The Coca-Cola Company: Obey Your Thirst campaign (2004)
Kevin TeagueOVERVIEW
In late 2003 the Coca-Cola Company's lemon-lime soft-drink brand, Sprite, reigned as America's fifth-best-selling soft drink and the highest-grossing lemon-lime soda in America. Even though Sprite appeared to be the clear leader over all lemon-lime soft drink brands, its market share was rapidly slipping to Sierra Mist, a lemon-lime soft drink sold by the Pepsi-Cola Company. Reusing its long-running tagline that was conceived by the ad agency Lowe & Partners in 1994, Sprite released a new variation of the "Obey Your Thirst" campaign to keep its product relevant to...