Sprite announces campaign inspired by LeBron James
#DapTheKing campaign features limited-edition cans
Sprite, a brand of Atlanta-based The Coca-Cola Co., announced it is launching a social media campaign called #DapTheKing to help fans salute LeBron James (also referred to as King James), after the basketball player and Cleveland Cavaliers won the 2016 NBA title, it says.
Inspired by the creative handshakes shared throughout the season between James and his teammates, the brand invites fans to perform their own handshakes to commemorate the historic win, it adds. Consumers nationwide are invited to record videos of themselves performing celebratory James-style handshakes with fellow fans and post on social media using the hashtag #DapTheKing and tagging @Sprite.
"Sprite began working with LeBron in 2003 before he played his first professional game," said Stuart Kronauge, senior vice president of brand marketing for Coca-Cola North America, in a statement. "Even as an 18-year-old, we could see how passionate he was about bringing The Land a title. The Coca-Cola Co. has been lucky to follow him on this 13-year journey, so it's an absolute joy to support his fans in celebrating the special moment."
The Sprite #DapTheKing campaign is supported by a digital video featuring viral basketball influencer Brandon "BdotAdot5" Armstrong. Additionally, Sprite is celebrating “The Land's” victory with the release of a limited-edition 16-ounce can, it says. The commemorative Sprite can, featuring a bold yellow-on-green illustration of James, will be available at participating retailers in Ohio starting later this week and while supplies last, it adds.