Challenge:
Sprite needed a creative way to promote their “Obey Your Verse” campaign. This campaign was part of their limited-time Lyrical Collection, which celebrates hip-hop music and its impact on society. “Obey Your Verse” featured Sprite cans and bottles with lyrics by Drake, Nas, The Notorious B.I.G., and Rakim printed on them.
Solution:
Pinnacle created two fully custom kits - a VIP Kit and a Media Kit - to highlight the different can designs.
The VIP Kit contained four of the “Obey Your Verse” Sprite cans showcased in foam holders, and a pair of Beats by Dre headphones.
The Media Kit contained four of the “Obey Your Verse” Sprite cans showcased in foam holders, a USB drive containing pre-loaded information for the campaign launch, and a booklet to explain more about the campaign.
Both kits were packaged in a branded green box. The inside cover of the box had an image of the four artists.
Result:
Sprite drop-shipped the boxes directly to influencers, artists, and radio stations. Recipients posted pictures of their kits with the hashtag #ObeyYourVerse on Twitter and Instagram. The different designs became somewhat of a collector’s item, as consumers hurried to purchase all sixteen before the campaign ended.
