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Amidst the COVID-19 pandemic, many physical concerts and events were cancelled. As virtual concerts and events became more popular, Sprite incorporated their bottles to bring exclusive live hip hop concerts to entirely virtual shows.


For more than three decades, Sprite has had a strong history of supporting 

hip-hop culture. The brand has teamed up with three of the genre’s hottest names to spotlight three opening acts for the launch of a virtual concert campaign, Live From The Label, during the summer of 2021. The hip-hop concert will be starring some of the most famous artists, including Atlanta-based rapper, Latto, and many more.


Live From The Label will kick start their first live show headlined by Latto from Atlanta, followed by Saweetie during the second and lastly, GRAMMY-nominated rapper Jack Harlow to set the stage ablaze as the final “Stage 3” performer.

How does one obtain tickets to watch Sprite, Live From The Label Show? Fans can score access with a purchase of 20-oz. Live From The Label bottles of Sprite. The bottle features QR codes that allow consumers to:

  • Scan and unlock the livestream concerts

  • Gain access to an entry pass link direct into the virtual show

  • In addition, replays of previous shows, exclusive merch giveaways and reminder for future shows


Each livestream will incorporate a unique production theme and include interactive elements. Chat boxes and polling were some of the features along with customised Sprite brand emojis made available to engage with the audience and fans.


A simple approach opened up new experiences with a digital element where

the audience enjoys interactive connection with artists. In efforts to connect

with fans in culturally relevant ways, Sprite stays true to its core consumers.

Live From The Label

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