Both Pepsi (which still owned Taco Bell at this point) and Coke were pushing hard in the 90s to associate their brands with Hip Hop and black culture. If I recall correctly, the Frontline documentary "The Merchants of Cool" illustrated this by covering Sprite sponsored Hip Hop/rap concert/event that was a just a marketing strategy to associate the brand with Hip Hop culture.
My dad worked for Domino's Pizza for years, and said that Sprite was mostly ordered by Black people and Coke was mostly ordered by White people. I would agree that they tried to associate Sprite with Hip Hop, and I think they largely succeeded.
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