Reviving “Obey Your Thirst” Without Losing the Plot or the Culture

Episode notes

In this episode of Adspeak by ADWEEK , host Brittaney Kiefer speaks with Omid Farhang, Founder of Majority and A.P. Chaney, Senior Director of Creative at the Coca-Cola company, about reviving Sprite’s iconic “Obey Your Thirst” for a new generation. The conversation explores how legacy brands can stay culturally relevant without losing their core identity, and why restraint, and not reinvention, can be the boldest strategy. They unpack the role of authentic partnerships with emerging artists and athletes, aligning brand and agency vision, and turning organic consumer behavior into innovation. By grounding the campaign in real cultural signals and a clear creative ethos, Sprite reconnected with Gen Z and climbed to become the #3 soft drink in America.