[8.7.1] An analysis of Sprite's campaign to improve their market share in the late 1990s in the documentary, Merchants of Cool indicated that Sprite launched a major campaign using sports celebrities parodying celebrity endorsement ads in an attempt to equate being ironic, hip, or cool with the product.

[8.7.1a] SpriteTM home page: a “hip-hop video generator”

[8.7.2]

[8.7.3] There is a strong intertextual link in the Sprite ad to the phenomenon of lowrider bikes, something that would appeal to a young adolescent market, particularly in parts of the country in which lowrider cars/bikes are popular.