sprite obey your thirst'' campaign
radio advertisements based on the "obey your thirst" motto was proposed, Sprite, "Obey Your Thirst," Burrell Communications (1994) . With Kris Kross, they turned it up a notch and had us crunk inside the Sprite can. We cover it all. Over the past three years Sprite has redesigned their "Obey Your Thirst" campaign with "Obey Your Verse" a campaign aimed at celebrating the artistry of lyricism within the genre. Homegirl in the background starting at the 10-second mark is a whole mood. The new campaign, "Thirst for Yours," leans into the music genre's broader role in culture. This only freaks the family out, who run away screaming (along with their dog) as he gives them chase while genuinely confused as to why. The aim was to represent their understanding of the genre and in turn the community. "]][[note]]Shaq had an endorsement deal with Pepsi at the time. The campaign came along when hip-hop was still very much in the background. The actual Boomboxes? Its not an obvious pairing, a drink and a music movement. Sprite's "Obey Your Thirst" advertisement brings hope to the table for kids who want more with their life or even a better outlook on life. The campaign was also famous for producing several hip-hop focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with ''Anime/{{Voltron}}'' ([[SincerityMode We're not joking, that actually happened]]). | 2 p.m. Tupac If you fall stand tall and come back for more from Keep Ya Head Up offStrictly 4 My N.I.G.G.A.Z. Luckily, their mother has two . How many of your favorite celebs have flirted with cheeseburgers? ATLANTA-Sprite is freshening its 7-year-old " Obey Your Thirst" ad campaign with a new round of commercials featuring raps from teens. 14. Edgy. Smooth, for its "Obey Your Thirst" campaign. Parent company McKenzie River secured Ice Cube as their anchor spokesperson and tapped West Coast producer DJ Pooh to spearhead advertising creative. It's something that lasted in the hood. The history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. Get weekly rundowns straight to your inbox, Get our latest stories in the feed of your favorite networks. Can you imagine the think pieces if that spot ran today? (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his abilities, . . Mother company Coca-Cola, has focused on brands like Coke Zero and Vitaminwater in the recent years. More recently . It sucks for hip-hop fans. 1. The beverage company unleashed its first Obey Your Verse campaign last summer with 16 lyrics from The Notorious B.I.G., Drake, Nas and others emblazoned on the cans. In the first spot of the series with Grand Puba and Large Professor, Puba closes with First things first, obey your thirst. Its legend even within Coca-Cola that Puba ad-libbed the phrase that then became the brands tagline that remains to this day. A common theme of the campaign was parodying advertising tactics and gimmicks often used by competitors where a cartoon mascot jumps off of the packaging talking about the stuff in the drink. This campaign marks the latest to come out of the "Obey Your Thirst" campaign first featured back in 1994. Part of Sprite's "Obey Your Thirst" campaign of the late 1990s. The ad had already aired over 500 times on rap radio shows when Chuck sued St. Ides parent company McKenzie River for five million dollars (they settled out of court). Here's a two minute campaign description where Coca-Cola . The Yours in Thirst for Yours is intentionally open-ended, he explained. The implied claim is that Sprite is the only drink that can satisfy your thirst, so don't waste time trying something else. tooth, and worse, wasn't catching on with the growing "Generation X" The Ultimate Guide to the Best Gatorade Flavors to Mix Together! In 1994, the Coca-Cola company started a new advertising campaign for their Sprite brand. Our purpose is to refresh the world and make a difference. "Obey Your Thirst" had more recent expressions, as well. Send us a tip using our anonymous form. 12, 2015. Taking new publicity photos requires intention and purpose. Because it means something. Isaiah Rashad - Obey Your Thirst (Episode 4) . The thing Sprite did differently was that it didn't go after the most well-known artists or celebrities, they went to artists who had an appreciation of the culture, and the commercials had an authentic tone, said Jamal Booker manager of heritage communications atCoca-Cola. Sprite Born to Refresh - The Coca-Cola Company | Sprite Lime Flavored . Adrianne Pasquarelli Aspiring fashion designer Seth Giscombe stars in . The new sprite commercial features rapper Travis Scott. Sprite also sponsors many sporting events and has a strong presence in the hip-hop community. Stefan Miller, senior brand manager, Sprite, called "Thirst for Yours" a modern-day evolution of the seminal "Obey Your Thirst" campaign, which promoted self-expression and individuality . Obey Your Thirst campaign was indeed created by the advertising agency It comes in a primarily silver green, and blue can or a green transparent bottle . Whenever I see Sprite's slogan"Obey your thirst!"I think of Jesus' words to those He was preaching to during what is commonly known today as The Sermon on the Mount. Does Coca-Cola Taste Different Around the World? The hip hop portion of the campaign lasted well into the 2000s, with the slogan eventually just being shortened to "OBEY". Learn when and why it makes sense for recording artists to hire a music publicist, including the cost, payment, and finding the right publicist for your needs. The words "obey your thirst" are placed at an equal proximity to each side of the ad. Instead, he both falls and misses getting the ball into the hoop completely when he tries to dunk. We are not content to just rest on our laurels.. Another newer slogan used for Sprite is "Freedom From Thirst". . Write by: . * BattleRapping: The Music/KRSOne[=/=]MC Shan ad featured the two longtime rivals battling it it out on the mic, in a reference to their numerous battles during the "Bridge Wars" in the late 80s. Old tensions with CPGs resurface amid whispers that retail media is unprofitable and increasingly a cost of doing business with merchants. increased roughly 9% since the introduction, especially in the younger Obey Your Thirst featured some of the most authentic artists in hip-hop culture at the time, including Pete Rock & C.L. ". 18. The We want to hear from you! Gone were the bright yellow and green sets, because while the new slogan said, Image is nothing, it was all about image. The campaign was very successful in attracting young people to the brand. Remember to keep your email concise and to the point, highlight your best work, and provide easily accessible smart links. In 1991, Public Enemy released Apocalypse 91: The Empire Strikes Back. The Coca-Cola Company has been refreshing the world and making a difference for over 136 years. The messages the artists were communicating was often overlooked by the bold style and image. One ad had a teenaged boy wearing a pair of baggy jeans, a puffy coat and boots with loose laces at a mall to be cool. The campaign was successful, but in the early '90s, as brands like 7-Up began to offer more competition, Sprite doubled down on their relationship with hip-hop. crowd. The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. This sucks. girl in sprite commercial. Sprite: Liquid Skittles. Can You Use Rapid Rise Yeast to Make Wine, Why Is There a Shortage of Distilled Water in Stores. The son notices and screams out "Mom!" This blatant marketing of malt liquor directly to black and brown youth wasnt going to go unchecked indefinitely. Obey your thirst," one of Sprite's early repositioning taglines from Lintas & Partners, served as a sly wink at the role the brand's ads played in reviving its fortunes. This company chose to join the hope side of hip hop in order to help spread a . Now we were in the studio; a fly on the wall for freestyle sessions. In the summer of 1996, Coca-Cola, who manufactures Sprite products, was Also, this was catchy as hell. Sprite follows the latest marketing trends to build brand value with Sprite Social Media Campaign. the match almost seemed too easy. Music/{{Nas}}, Grand Puba, and Pete Rock & C.L. It Read more, Mixing different Gatorade flavors can be a fun and delicious way to get your daily hydration dose. I Like the Sprite In You. The client for the Coca Cola company was Sergio Zemen. J. Cole Missy Elliott Obey Your Thirst Campaign Sprite Sprite Lyrical Collection Tupac The commercial then goes on to show Scott performing in front of a huge . 1. Learn about the dos and don'ts, common misconceptions, and when to open up your network to others in this comprehensive guide. June 12, 2015. handles the entire Reebok campaign). Sprite announced on Friday that it would tweak its "Obey Your Thirst" campaign to celebrate well-known lyrics by rappers. Sprite has been there for us since they realised they could reach out and do things like this, artist Rakim said of the long history between hip-hop and Sprite. Each can is branded with inspirational quotes by one of their favorite musicals artist. ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. Sprite had also succeeded in becoming an official and established part of the culture. The Sprite Obey Your Verse program will be supported with a robust . After just one week, a surprisingly The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. It was one of the first national TV ads to feature a rapper. It was almost a rebellious force in music, says Stefan Miller, Sprites senior brand manager. Sprite struck a chord with the artists so that when the next series of commercials ran the next artists would say 'yes' and they connected with brand," he said. Pusha Ts Nosetalgia is perfection. Well Read more, Are you looking to learn more about the salaries of Red Bulls elite athletes? In a turn of events too . The distance between the borders of the ad and the words are equal. (But at least its ranked near the bottom; #97.). They had the only consistent hip-hop marketing campaign on network television: Obey Your Thirst. The campaign was also famous for producing several hip-hop focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with ''Anime/{{Voltron}}'' ([[SincerityMode We're not joking, that actually happened]]). Sprite Debuts New Marketing Campaign. The 90s had all of the world sprung on hip hop. The Snoop and Nate track is low key a jam, still. But the history of Sprite and hip-hop is a long one, spanning the careers of dozens of artists over more than three decades. old campaign of "I like the Sprite in you!" The TV spot will debut during Sundays broadcast of the BET Awards. ET, Beyond the Mic: Sprite Spotlights Tomorrow's Hip-Hop Tastemakers With 'Thirst for Yours' Campaign, Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform, 9 campaigns that boosted the mood in 2022, As retailers sell more ads, marketers frustrations and fears grow, Hersheys trans-inclusive IWD push sparks familiar backlash, Maybelline enlists its first-ever digital avatar for mascara launch, Chipotle embraces viral TikTok trend with new menu item. It focused on trying to steer consumers away from the bane of materialism as well as expressing that all their soda does is, * CelebrityEndorsement: Possibly the most famous of the ads featured Detroit Pistons star Grant Hill and the best remembered of them had his agent trying to convince him to branch out into made-for-TV dramas, writing a book (''Polite Like Me'') and having a pop music career. I wanted to usher in a real authenticity in terms of hip-hop in advertising. I chanced Sprite with Miles Thirst: Last Sprite (2005) Erkekjetter Helvete. The campaign was also famous for producing several hip-hop focused ads, featuring several now-legendary emcees in various scenarios, including the last thing anyone expected: an official crossover with ''Anime/{{Voltron}}'' ([[SincerityMode We're not joking, that actually happened]]). In the ad, Shane objects to being confined to the rapper label, preferring generation-defining artist. In one scene, a likeness of her appears in a fictional video game, as a signal of her wide-ranging ambitions. The brand further expanded into urban youth culture through a partnership with the NBA, while continuing to evolve the creative of the rap campaigns. If you're loving Fresh Era, please check out the newest Stupid Fly podcast "Gold Rush" where we dig deep into the understated moments of Hip-Hop history. Sprite Obey Your Thirst Commercial: Cinematography by Tommy Burns only for her to yell out "RUN!" * FreestyleVersion: Some of the commercials don't feature any gimmicks, and just have several emcees on set freestyling to beats. If you're loving Fresh Era, please check out the newest Stupid Fly podcast "Gold Rush" where we dig deep into the understated moments of Hip-Hop history. Catch up on the latest Coca-Cola news from around the globe - from exciting brand innovation to the latest sustainability projects. Obey your thirst."In 2006, a new Sprite logo, consisting of two yellow & green . Ever heard that catchy slogan for Sprite? a long-time employee of Lowe & Partners. * SurprisinglyRealisticOutcome: A common theme throughout the ads. Over the past three years Sprite has redesigned their Obey Your Thirst campaign with Obey Your Verse a campaign aimed at celebrating the artistry of lyricism within the genre. With the new campaign, Sprite wants to play a role in identifying under-the-radar talent. At the same time breakdancing and graffiti art rose too, and the whole scene had a clear and defiant call to action, which was to tell your own story. Have you ever wondered if the Read more, The dangers of bang energy drink Bang Energy drink is extremely high in caffeine and other stimulants, which can cause Read more, Califia Farms almond milk is a type of milk that is made from almonds. The streaming platform has worked to make itself more attractive to brands, including the likes of KFC and Smirnoff. | 8 a.m. came from an old political speech he had run across in his free time. Smooth, A Tribe Called Quest, Nas and Grand Puba, who it is rumoured coined slogan Obey Your Thirst during a rehearsal. "Sprite has always been incredibly focused on putting our community at the forefront. short turn-around for a campaign of this proportion, a series of TV and Waldman and Todd Godwin; their inspiration for this brilliant campaign is unknown. I remember 12-15 years ago I did an audio commercial for Sprite and to be honest being an MC we do things and we try to be cool about what we do. The campaign was also famous for producing several Hip-Hop . Obey your thirst."[5][6] In 2000, Sprite commissioned graffiti artist Temper to design a limited edition can which saw the design on 100 million cans across Europe. By E.J. was growing long in the In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. The most famous Sprite ad campaign was the "Obey Your Thirst" campaign, which featured NBA superstar LeBron James. Bright and shiny was traded for dark and gritty. http://tvtropes.org/pmwiki/pmwiki.php/Advertising/ObeyYourThirst. Nas spoke highly of Sprite's new launch of bringing the culture . A month later, when Sprite came calling, ET, Webinar In the 1990s, one of Sprite's longest-running ad campaigns was "Grant Hill Drinks Sprite" (overlapping its "Obey Your Thirst" campaign), in which the well-liked basketball player's abilities, and Sprite's importance in giving him his . It's something that has lasted in the hood it's authentic., Principles for Sustainable Agriculture (PSA), What the Fanta Mystery Flavors and Campaign, Coca-Cola Christmas Caravan Twenty Fifth Anniversary, Coca-Cola Zero Sugar Invites Fans to #TakeATaste, Simply Mixology Raises the Bar of At-Home Mocktail & Cocktail Experiences, Sprite, Fresca, Seagrams, & Mark Ronson Madlib Music Connection. Published on June 20, 2019. Asked why the brand is risking tinkering with its marketing now, Aaliyah Shafiq, group director for Sprite, says, This is a way for us to truly accelerate that momentum. Today, rap music is used to sell everything from electronics to tax filing services to nut butter grinding machines at Whole Foods. This case study is a good one to learn from because it was unsuccessful and actually terminated before the contract was up. Topics covered: Campaigns, platform developments, apps, gaming, trends, and much more. Waldman Bertini. The Sprite bottle is centered perfectly in this picture. Contests begin on June 20th. Its important for us to have an artist like that because of what hes represented to music and the art form, Oliver continues. I felt that I could use it Erica Sweeney For better or for worse. Moreover, Rosenberg agrees with this view by saying, "Brand Sprite is all about having a refreshingly honest and irreverent perspective on Life" (5). The album featured 100 Bottle Bags, a direct criticism against malt liquor companies marketing specifically to urban communities but they dont sell that sh*t in the white neighborhoods. Shortly after the release, St. Ides found itself in Chuck Ds crosshairs, and he fired the first in a series of big shots against the brand, marking the beginning of the end of their love affair with hip-hop. St. Ides spots, however, looked and felt like straight up music videos with album-worthy production and flow. Being the inquisitive stoner I am, I began to look into the matter and quickly learned that this was no coincidence. As far as advertising goes, it was a smash success. Stefan Miller, senior brand manager, Sprite, called Thirst for Yours a modern-day evolution of the seminal Obey Your Thirst campaign, which promoted self-expression and individuality. Now a whole three decades later, Sprite continues to revolutionise the hip-hop industry by launching a 16 limited-edition package design that will pay homage to some of the most respected lyricists of all time. The beverage company unleashed its first "Obey Your Verse" campaign last summer with 16 lyrics from The Notorious B.I.G., Drake, Nas and others . Thirst For Yours builds on the March launch of Sprite Way, a community-powered Spotify playlist and podcast highlighting unsigned hip-hop and R&B talent, and the #GetVocal campaign launched last fall, which invites fans to download a custom beat created by Izze the Producer and record a 60-second topical freestyle to share on social media. Our core fanbase of 13-to 24-year-olds cares deeply about artists who are not only talented, but also cultural curators and arbiters who are making a mark on the world, said Aaliyah Shafiq, group director, Sprite. what meal should he have with his Sprite. Vibe is a part of Penske Media Corporation. So how did Sprite maintain a relationship with artists? ** The ''Voltron'' crossover, which came out at the tail end of the infamous East-West Coast feud, featured several rappers, each representing different regions, trying to take out Zarkon's RoBeast individually, and getting faded each time. Check out the "Obey Your Thirst" campaign here. Our connection to hip-hop music is at the heart of Thirst for Yours, but were leaning into our audiences related passion points.. Despite dropping the "Obey Your Thirst" branding, Sprite is far from abandoning hip-hop the most-streamed genre in the U.S. in 2018 in its marketing. For the Thirsty! Over the years, Sprite has continued to be one of the most consistent brands in hip-hop. looking to change the image of its sparkling soda. African-American ad agency Burrell Communications tagged hip-hop acts for a series of spots that began a long-standing marriage between the brand and the culture, starting with Kurtis Blow in 1986. These are pictures of a sadhu in Pushkar, India, which is one of the holiest pilgrimage sites in the world for Hindus. The campaign's approach not only shaped Sprite's advertising for decades but also influenced advertising's broader embrace . Around the same time Adidas hit their marketing jackpot by inking a deal with Run-DMC, Sprite wisely kicked off their I Love The Sprite In You campaign, tapping artists like Kurtis Blow, LL Cool J, Kid 'n Play and more to represent their brand to hip-hop culture. Mediante la publicidad se ha logrado From trademark Coca-Cola to Sports, Juice & Dairy Drinks, Alcohol Ready-to-Drink Beverages and more, discover some of our most popular brands in North America and from around the world. The lemon-lime soda is shelving its Obey Your Thirst tagline, which debuted in 1994, for Thirst for Yours. But the update is about more than tweaking a few copy lines. A promotion for the brand's new logo has also been . Lymon was also out of the window, as they moved away from marketing taste and towards marketing attitude. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika Bambatta) in the place of the original pilots, and featuring original music from said emcees. The campaign crossed over with the original ''Anime/{{Voltron}}'' series, putting several notable emcees (Music/{{Common}}, Mack 10, Fat Joe, Goodie Mob, and Afrika. Hip-hop used to be this subcategory and almost a niche. As a hip-hop head, I was all over it. He points out Tupacs inclusion as especially meaningfulto the collection. June 24, 2019. "We were looking for something hip, something fresh, something * {{Crossover}}: And a pretty left-field one, to say the least. The Crooked I capitalized on that. His inspiration for the slogan So sorry 7UP.. Sprite has a long history with Hip Hop from its 1986 commercial with Kurtis Blow to its current collaborations with Drake, Vince Staples and Isaiah Rashad. HE COCA-COLA Company recently relaunched its "Obey Your Thirst" campaign for its lemon-lime soft drink, Sprite. * SpiritualSuccessor: The hip-hop themed ads for the "Obey Your Thirst" campaign were a continuation of the late-80's-early-90's hip hop commercials from Sprite's previous campaign, "I Like The Sprite In You". We can look back now with the wizened, woke eyes of maturity and possibly scrutinize our artists selling out at the expense of the community, but for the young and burgeoning hip-hop culture, both the St. Ides campaigns and the Sprite campaigns opened the door for the power and commodification of hip-hop and consumer brands. With the help of their visionary brand manager Darryl Cobbin, Sprite began to tap artists that, while not as big in terms of popularity, had an underground following that allowed the brand to reach depths of hip-hop culture that no other brand had been able to accomplish. A program called Sprite Way, which has been underway for a few months, includes a Sprite-curated Spotify playlist featuring 20 tracks from unsigned talent that came from fan recommendations submitted via social media. Sometimes the slogan "Obey" would be used as a more simple saying and implied a psychological connection to the product and its past slogans. The new "Thirst for Yours" campaign follows more than three decades of the soft drink's tie-ins with hip-hop, and it replaces the brand's long-running, hip-hop-connected "Obey Your Thirst" campaign, which promoted self-expression and individuality. [[/note]], * CelebrityEndorsement: Possibly the most famous of the ads featured Detroit Pistons star Grant Hill and the best remembered of them had his agent trying to convince him to branch out into made-for-TV dramas, writing a book (''Polite Like Me'') and having a pop music career. This only freaks the family out, who run away screaming (along with their dog) as he gives them chase while genuinely confused as to why they're scared of him. Agency New York. 13. The billion dollar Coca-Cola brand is introducing a new campaign from agency Translation this week, which carries the tagline "For The Thirsty." The effort is a nod to "Obey Your Thirst," the long . The Sprite ad's insinuated message is explicitly and unapologetically claimed by the Bible about . As he neared conclusion, Sprite comes in multiple flavors, including cranberry, . Image, as it turns . Drake - Obey Your Thirst (Official Trailer) The FADER. Check out this great listen on Audible.com. Sprite did major ad campaigns with renowned NBA basketball athletes such as Kobe Bryant and Lebron James as well as launching the "Obey Your Thirst" campaign with Grant Hill. In this episode of Gold Rush, Sean Kantrowitz talks to the people involved in the making of this legendary, game-changing campaign, as . Then, St. Ides and McKenzie River fell under legal scrutiny from the New York State Attorney General in 1992 for using verbiage like Cubes lyric Get your girl in the mood quicker, make your jimmy thickerSt. Ad Age and Creativity Staff By the late 1970s hip-hop began to grow beyond the warehouses and streets and into homes via radio and television. We embraced that and ingrained ourselves as part of that culture," he said. If you're loving Fresh Era, please check out the newest Stupid Fly podcast "Gold Rush" where we dig deep into the understated moments of Hip-Hop history. New marketing will emphasize hip-hops growing role in a culture that extends way beyond music to include fashion, design and more. Sprite Salutes Hip-Hop With 'Obey Your Verse'. . . It was all irresponsible, even while being genius for the demo. While all of the Venoms had battle verses, only Roxanne Shant and Kool Keith directly rap battled one another during their fight. In 1994, a series of hip-hop-connected ads were launched as part of the "Obey Your Thirst" effort. Two children walk into the kitchen and say that they are thirsty. Obey your thirst." Sprite's new ad campaign focused on differentiating Sprite from its competitors by acknowledging all the ways other products were marketing themselves and telling the consumer that this was not the case with Sprite. Permissions beyond the scope of this license may be available from [email protected]. The "Obey Your Thirst" campaign was a collection of commercials that were a part of popular lemon-lime soda Sprite's ads in the 1990s. In 2015, the "Obey Your Verse" lyrical collection included 16 limited-edition cans with lyrics from hip-hop artists like Drake, The Notorious B.I.G., Nas and Rakim. Do Meta, Snaps new AI bets signal a social media shift? However, in the early 90s two brands put their entire business on hip-hops back, by not only building their brands but spring-boarding the recognition of the music and artists as a marketing and advertising tool: Sprite soda and St. Ides malt liquor. Most recently, Sprite in March launched Sprite Way, a Spotify playlist and podcast showcasing unsigned hip-hop and R&B talent. The campaigncreated by Sprite's agency of record, Wieden & Kennedy New Yorkincludes a TV ad featuring up-and-coming, Atlanta-based rapper Kodie Shane and an aspiring fashion designer, Seth Giscombe. They tapped artists not based on their popularity, but those that had an underground following and were seen as respected urban soothsayers at the time. Hip hop continued to evolve over the next 30 years. There were two alternate endings that aired concurrently: one where he rejects him saying how he would "never do something like that" [[HypocriticalHumor right before he offers him a Sprite]] and one where he legitimately turns him down, only for the agent to then ponder "Maybe I'll call [[Creator/ShaquilleONeal that big guy in L.A.]]; [[TakeThat he'll do anything! To further engage with Gen Z, Sprite is using tactics that are popular with the cohort, such as featuring social media content, working with influencers Kodie Shane and Seth Giscombe and developing experiential activations around the 2019 BET Awards. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics.
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