In the early 2000's Sprite rose in the Hip-Hop scene through collaborations with MTV. Sprite blew up through many media events and even paid young enthusiast $50 to come party and enjoy live performances by some of the hottest artist at the time. In the PBS Frontline Documentary "The Merchants of Cool" you see just how Sprites Marketing took a leap from the 90's into the 2000's.
That was back in the early 2000's, Sprite still maintains a relatively strong presence in the culture today, using artist like Talib Kweli to host their new Emcee Talent Search endeavor as well as Drake in this recent commercial.
As I mentioned before the reason why these artist are so marketable is because they give the brand a new face rather than just a logo, its credibility thats as firm as a multibillionaire investor backing your small bar in a cultural sense.
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