To court docket Gen Z’s affinity for spicy meals, Sprite has launched a world marketing campaign.
The “Hurts Actual Good” marketing campaign positions Sprite’s crisp lemon-lime soda as the right foil for spicy cuisines like chili and curry. Sprite is partnering with McDonald’s, Buldak Fried Noodles, Takis and Scorching to Okay-Po for out-of-home activations and late-night pop-ups operating from 1 to three a.m. The marketing campaign targets Gen Z, 50% of whom order spicy meals as soon as every week, in line with information cited by Sprite.
Sprite has additionally created an interactive TikTok recreation as a part of the marketing campaign.
“We acknowledge that the worldwide love affair with spicy meals isn’t only a pattern—it’s a vibrant cultural motion, a pursuit of thrilling sensations,” stated Oana Vlad, world vp at Sprite, in an announcement. “Our intense carbonation and iconic lemon-lime taste amplifies that sensory journey, letting you actually lean into the ‘Hurts Actual Good’ feeling.”
These built-in activations are designed to spice up shopper engagement and buy intent by highlighting Sprite’s refreshing energy when consumed alongside spicy meals.
Sprite’s marketing campaign comes because the model this 12 months surpassed Pepsi to change into the U.S.’ third-favorite gentle drink, trailing solely Coca-Cola and Dr Pepper.
The “Hurts So Good” marketing campaign was led and developed by WPP Open X, with VML, supported by Ogilvy PR, EssenceMediacom, and Subvrsive.
A 60-second advert reveals individuals struggling to tame spicy meals with out a drink—water, ice cream, and even sticking your head in a freezer don’t do the trick. Solely “those that transcend the damage—including fizz to the hearth,” discover reduction with a Sprite, the advert suggests.
