Sprite has launched a bold and fiery new global campaign, 'Hurts Real Good', designed to tap into Gen Z's growing passion for spicy cuisine. Developed by WPP Open X with VML, and supported by Ogilvy PR, the campaign highlights Sprite as the ultimate spice chaser, encouraging young food enthusiasts to embrace the intense flavors of spicy food and elevate the experience with the refreshing power of Sprite.
The campaign kicks off with an energetic hero film that features the sound of spice-induced pain as the soundtrack, capturing the electrifying sensation of enjoying fiery food. But it's not just about the film—Sprite is bringing this concept to life through global brand partnerships, talent collaborations, and festival experiences that showcase how Sprite's signature lemon-lime fizz can intensify the spice adventure.
Gen Z's love for spicy food has become a cultural movement, with up to 50% of this demographic seeking out and ordering spicy dishes at least once a week. Recognizing this growing trend, Sprite is positioning itself as the brand that doesn't quench the heat, but rather enhances it. "At Sprite, we're not just about refreshment; we're a brand of culture, deeply embedded in the pulse of what moves our consumers," said Oana Vlad, global VP at Sprite. "We recognize that the global love affair with spicy food isn’t just a trend – it’s a vibrant cultural movement. Our intense carbonation and iconic lemon-lime flavor amplify that sensory adventure, letting you truly lean into the 'Hurts Real Good' feeling."
The campaign will roll out across multiple platforms, including Out-of-Home (OOH) and Digital Out-of-Home (DOOH), as well as dynamic social media activations. Sprite is also partnering with popular spicy food brands and launching exclusive late-night pop-up experiences between 1-3 AM. These integrated activations are designed to create a strong association between Sprite's refreshing power and the exhilarating experience of spicy food, driving both engagement and purchase intent among consumers.
Key global brand partnerships include:
- Buldak Fried Noodles: Known for their fiery heat, Buldak's noodles are the perfect match for Sprite's refreshing lemon-lime flavor, making for a truly satisfying "heat and refresh" experience.
- Takis: This partnership introduces a new go-to flavor combination that perfectly aligns with the intensity-seeking, multicultural tastes of Gen Z.
- Hot to K-Pop: Karina, a member of the popular K-pop group aespa, features in the digital film and OOH creatives as Sprite's brand ambassador in Korea.
- McDonald's: Sprite becomes the perfect partner for McDonald's spicy chicken options, including the McSpicy, with creative executions displayed on digital menus, kiosks, drive-thru, and in-app banners.
- Digital Experience: Sprite is launching an interactive TikTok game that challenges spicy lovers to take on the thrill of spice with their voice, further engaging the community and amplifying the "heat and refresh" concept.
The 'Hurts Real Good' campaign is more than just a marketing push—it's a celebration of the spice revolution. Through strategic brand collaborations and innovative digital activations, Sprite is not only aligning itself with a key cultural trend but also reinforcing its position as the go-to beverage for those who crave both spice and refreshment.
