Sprite today unveiled its latest campaign featuring ace baseball pitcher “Big Taste” portrayed by LeBron James. The global basketball icon is joined by Interscope Records’ rising hip-hop artist and fellow longstanding Sprite partner Kamaiyah, who plays his catcher, “Ice-Ya.”
In the spot, Ice-Ya joins Big Taste as the two become a powerhouse combination, celebrating the strikeout of Thirst and bringing fans to their feet.
“Continuing the lightheartedness of the ‘Wanna Sprite’ integrated marketing campaign, we wanted to find a fun way to remind consumers of the big taste that a cool, crisp and refreshing Sprite has,” says Bobby Oliver, brand director, Sprite. “We decided to put LeBron James and Kamaiyah together in a larger-than-life environment that we’re not typically used to seeing them in, and the result is pretty refreshing.”
James, who has worked with Sprite since 2003, added, “It was fun to do something different and play the role of what felt more like an alter ego in Big Taste. Sprite is always coming up with creative ways to tell their story that connect with fans, and this time that meant pulling on the stirrups and taking the mound for that big strikeout, which is something you dream about doing as a kid.”
The 60-second spot anchors the campaign developed and created by Wieden + Kennedy New York. With spring training right around the corner, fans will continue to see Big Taste over the next few weeks as the campaign is supported by paid, social and digital media. The ad and additional supporting materials can be found on YouTube and on www.sprite.com.
“Bringing a basketball player and hip-hop artist together to cut through thirst unmistakably makes for a lot of fun content,” said Dipal Shah, director of integrated marketing content, Sprite. “For us, it’s always 'Sprite Season,' so we’re excited to kick this campaign off and to share all of the refreshing moments that we’ve captured with Sprite fans over the next couple of months.”