I am reading Steve Stoute’s new book “The Tanning of America.” The jist of his book is that we are in a new era in this country where the cultural boundaries, especially seen between races, are eroding. Black kids in Harlem skateboard, white kids in Vermont who have “urban” sensibilities don’t necessary need to get the label of a wigger. You understand?

While reading the book I came across a really great example of how hip hop  shaped a Sprite’s brand identity boosting it’s cool facto. If your like me and you were born anytime in the 80′s most likely you remember the ads.

In the mid 90′s Sprite went after the urban demo hard with the Obey Your Thirst campaign. If you remember they had Grant Hill commercials, footage of rappers free-styling in the studio and they even sponsored hip hop concerts and street ball festivals

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