By Merit Ibe
Sprite, from the stable of the beverage company, Coca-Cola, has announced the launch of its new campaign, Sprite Limelight, which seeks to bring into realisation, the purpose and aspiration of youths, supporting them at the apex of their heat period by cooling them down through music.
The new music program supports Sprite’s new global brand narrative, Heat Happens, that positions the brand as the drink that helps you cool down in the face of every day heated moments. It is one musical starting point reinterpreted through different creative and cultural lenses and was released for public consumption via streaming platforms.
Sprite Limelight is a global music program produced in collaboration with an exceptional and diverse collection of international musical talents and anchored by grammy-winning producer, Mercury Prize Winner and BRIT Award nominee, James Blake.
In Nigeria, Sprite Limelight will be headlined by the popular Omah Lay, Nigerian singer, songwriter and social sensation whose self-produced track ‘Bad Influence’ garnered viral status; and who remains a teen sensation across the country.
The Sprite Limelight song dropped on July 29 across various streaming platforms.
James Blake will provide a central hook and lyric narrative, rooted in the core Limelight philosophy of keeping life’s heat at bay, with three distinctive global artists, who in turn have taken the hook and used it to inspire and create their own completely original songs.
With Omah Lay leading the Nigerian front alongside two other global music stars, the campaign seeks to inspire Nigerians and young artistes with fresh perspectives, music, and experiences, vocalizing the brand’s resolve to help Gen. Zs not to lose their cool to the heated moments of everyday life.
Other global artistes on the campaign include American rapper, Coi Leray who has previously worked with Nikki Minaj; and prolific singer Hua Chenyu, from China, whose unique fusion of C-Pop and rock sold out shows in Olympic-sized stadiums in minutes, with all artistes selected for their authentic and unique styles.
Omah Lay expressed excitement and optimism around the work done to deliver an amazing sound and experience to the Nigerian audience. “It means a lot to me to be part of the Sprite Limelight Program, an incredible opportunity for me to share my culture with the world. I feel blessed to stand among these other amazing artistes to bring something refreshing and positive to the world; big Shout out to James Blake for masterminding the music, absolute Legend!”, he remarked.
According to Bunmi Adeniba, Coca-Cola Nigeria’s Marketing Director, “Sprite Limelight seeks to help keep the youths clear-headed, encouraging them not to lose themselves to the heat of the world during their discovery stage”.
She stressed that Sprite would connect with music fans through music that speaks to the heat in their lives, as the platform will have music from fearless artistes who take on the heat, using their creativity to make music that fans love and music that speaks to them to create refreshing moments of clarity.
“Heat is the occasion, Sprite is the solution, and music is the connection”, she asserted.
The original content will be available on both YouTube and Spotify, as individual tracks and in the form of artistic documentary-style music films. These immersive “Heat Confessionals”, that shine a light on the artistes’ stories overcoming their own moments of heat through their iconic music, as well as artiste curated playlists for their fans, will be created on different music streaming services worldwide.
Sprite Limelight was created in partnership with Universal Music Group for Brands as the key content creator.