Hip-hop songs take physical form with Sprite’s new campaign, The Living Tracklist. The project reimagines what the brand calls the 50 most impactful hip-hop songs, as a living art form that evolves from community and culture.
The campaign consists of limited-edition collectible packaging, original content, and an immersive digital experience powered by Genius.
“Sprite has never been a brand that just shows up when hip-hop is trending. Sprite has been with the culture and of the culture since day one,” said Chris Keyes, director, creative + strategy for Sprite North America. “The Living Tracklist is the truest expression of that commitment to intentionality. It wasn’t dreamed up in a boardroom, but in collaboration with the people and partners who shape the culture every day.”
Music manifests physically on shelves with 26 different packaging designs. Cans and bottles feature custom artwork based on six decades of music. Six illustrators created the designs, drawing on album artwork and cultural influences, the company says.
Collectible designs are available across Sprite and Sprite Zero Sugar cans and bottles. The packaging will come to retail shelves nationwide in July and remain available through September.
The campaign also features a digital element with on-pack QR codes. By scanning the QR code, fans are directed to a custom Genius-hosted microsite where they can explore the tracklist further and enter a surprise sweepstakes.
On the site, visitors can break down the bars, references, and cultural moments of each song through Genius’ lyric annotations and storytelling. Commentary videos from the Cultural Authority Panel — a group of industry voices, journalists, and tastemakers — accompany each track.
Tracks represented on cans include: Rapper's Delight (1970s), The Payback (1970s), Me, Myself and I (1980s), C.R.E.A.M. (1990s), U.N.I.T.Y. (1990s), Big Poppa (1990s), Shook Ones, Pt. II (1990s), Crush on You (1990s), Superthug (1990s), Still Not a Player (1990s), Insane in the Brain (1990s), California Love (1990s), My Name Is (1990s), Bling Bling (1990s), Southern Hospitality (2000s), Grindin' (2000s), Back Then (2000s), Country Grammar (2000s), Crank That (2000s), Drop It Like It's Hot (2000s), Super Bass (2010s), Bodak Yellow (2010s), March Madness (2010s), Norf Norf (2010s), Magnolia (2010s), and TGIF (2020s).
From “Rapper’s Delight” to “TGIF,” the collection turns six decades of hip-hop into something fans can hold, scan, and keep.
