Brand: The Coca-Cola Company (Sprite)

Campaign: Obey Your Verse

Marketing Type: Integrated

Media Type: Owned, Earned, Shared, Paid

Objective: to celebrate hip-hop culture and engage consumers by featuring iconic lyrics from artists like 2Pac, Missy Elliott, and J. Cole on limited-edition packaging. The campaign aimed to inspire and empower fans to be true to themselves, aligning with Sprite's longstanding connection to hip-hop and its values. Campaign continued under Obey Your Thirst narrative and featured future talent like LeBron James and Anthony Edwards.

Roles & Responsibilities:

- Led media and creative strategy

- Led partner RFP and negotiation process

- Led IAT roles & responsibilities.

- Built stakeholder relationships to align marketing with business goals.

- Owned legal contracting