Dive Brief:

• Sprite is tapping into Gen Z’s love of spicy food with a new global campaign, “Hurts Real Good,” that leans into the soda’s promise to amplify — not extinguish — the heat of bold flavors, per details shared with Marketing Dive.
• The Coca-Cola beverage will partner with brands including McDonald’s, Buldak Fried Noodles and Takis and launch late-night pop-up experiences as part of the campaign, which also includes out-of-home, digital OOH and social media activations.
• “Hurts Real Good” is informed by insights around Gen Z and follows a previous global campaign that sought to connect with consumers during the hottest moments of summer using data and contextual targeting.

Dive Insight:

Sprite is again leaning into heat, trading the temperature-focused work of the “Turn Up Refreshment” campaign for the nearly ubiquitous trend around spicy food. Gen Z is leading the charge, with up to half of the demographic actively seeking out and ordering spicy food at least once a week, per data cited by the brand. 

“At Sprite, we're not just about refreshment; we're a brand of culture, deeply embedded in the pulse of what moves our consumers, and this is reflected in who we have partnered with. We recognize that the global love affair with spicy food isn't just a trend – it's a vibrant cultural movement, a pursuit of thrilling sensations,” said Oana Vlad, global vice president at Sprite, in a statement.

While the previous campaign positioned Sprite as a balm for hot weather, “Hurts Real Good” markets the lemon-lime soda as the best way to prolong flavors like chili and curry. In that way, the campaign can be seen as a shot across the bow of Coca-Cola competitor Pepsi, which has marketed a focus on its ability to pair with a variety of foods.

Along with OOH and social media activations, “Hurts Real Good” includes several brand partnerships, talent collaborations and festival experiences that support opportunities for consumer engagement. To-be-announced pop-up experiences will run from 1-3 a.m. — crucial late-night craving hours — as the brand looks to drive engagement and purchase intent.

Sprite will partner with spicy food brands including Takis and Buldak — a favorite brand of Gen Alpha — and with McDonald’s on an effort that promotes the combo with the McSpicy spicy chicken sandwich on digital menus, digital kiosks, drive-thru menus and in-app banners. Plus, Sprite has tapped brand ambassador and K-pop star Karina for a digital film and OOH creative and teamed with TikTok for an interactive filter.

“Hurts Real Good” was led and developed by WPP Open X with VML and supported by Ogilvy PR, EssenceMediacom and Subvrsive. 

Sprite this year became the No. 3 carbonated soft drink in the U.S., passing Pepsi with a focus on sports and pop culture. In kind, the brand tapped into a viral TikTok trend to create Sprite + Tea, a flavor innovation with a launch that included a tie-up with sports-focused lifestyle brand Eastside Golf.