by Masingita Mazibuko ‘Just when you think you know hip hop, it surprises you and reminds you why you fell in love with it in the first place’ is a line from one of my all-time favourite movies, Brown Sugar, from the early 2000s.
And not because of Taye Diggs, but rather it takes me back to my younger days, and the likes of Chronic and NWA by way of the influence of younger brother and friends.
It took me back to the heart and soul of hip hop. Now I was never what you would call a ‘Hip Hop Head’, but the words that were uttered by emcees and unexpected accompanying beats seems to evoke and draw me in.
What is it about hip hop? Is it a sense of pride about what it is about and who it is targeting? That sense of clarity that taps into commonalities and sharpness in being in tune with the social environment that evokes emotions?
Hip hop has managed to transverse the boundaries of origins in the US and appeal to many across the globe, without compromising its essence, evoking shared desire in many, pulling them into its world. It is through this power of focus that ensures that it never dies and continues to rear its head.
Shift to present day, and hip hop is rearing its head again in an unexpected way via a brand, Sprite. 
Now, I may imbibe a carbonated soft drink now and again, but it is not my drink choice. However, Sprite has managed to evoke some love in me. Its recent campaign ‘Uncontainable’ perhaps captures how it has inveigled its way into my repertoire of beverages.
I do not frequent the underground hip hop circuits; however the expression of hip hop emotionally which Sprite has chosen to connect to tickles my imagination.
The key behind my fascination is in Sprite acknowledging that many are unapologetically forthright about who they are. The statement ‘targeting the few but selling to the many’ is Sprite’s truism.
It is in this focus that one is able to land one’s intended positioning and create the necessary dialogue with its intended target. Odd as it may sound, the art of focus ensures that Sprite appeals broadly.
A tight definition of one’s target audience enables one to understand their world and the role a brand can play. Think Yorkie bar or 1st for Women, both are unrepentant about who their audience.
Focus enables spot-on insight and the real value to the brand becomes ever more apparent. An understanding of the shared values, attitudes and needs of our audience enables us to inspire.
We often we fall into the trap of trying to be everything to everyone, thereby impeding brand positioning and compromising our brands in the long term.
Why is it important to be focused in our targeting? It enables us to build potent brand ideas.
So how does a brand like Sprite expand its targeting of ‘uncontainable’ without compromise? It does not – it should remain focussed. Think Red Bull, not every consumer of Red Bull builds flugtags. Nor does every Axe deodorant user a teenage boy seeking to get lucky each time they reach for the can.
It is said strategy is about choices. So ‘Obey Your Thirst’ and the rest shall follow.
Masingita Mazibuko, marketing director at Unilever, contributes the monthly “Africa Style” column to MarkLives.com. The views expressed within this column are entirely her own.