Proving its staying power, for the past
Proving its staying power, for the past five years hip-hop remains the top-selling genre over country music and is second only to rock music. Formerly known as rap, hip-hop is a moving cultural force that first garnered the attention of corporate America in the early 90s. When hip-hop made its debut into mainstream, corporate heads began to turn. Enterprising brand managers embraced the culture and soon realized substantial results.
In an effort to be a hip drink of choice,
Coca-Colas
Sprite brand
began using rap music in commercial ads in 1994. Sprite Brand manager, Pina Sciarra affirmed that Sprites appeal as a favorite soda quadrupled as a result of the ads. Taking notice of Cokes commercial success,
Burger King
and several restaurant chains followed suit with similar advertising approaches. By bringing the edgy styles of favorite rappers to specialty stores, the fashion industry became a key contributor to hip-hops brand influence.
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