The big brands of soda have long been linking to food to boost the moments of consumption of their products. If Pepsi has “food deserts pepsi” platform (the food deserves Pepsi), launched in 2024 and with which the link between its drink and popular dishes works, now Sprite has launched “Hurts Real Good” (It hurts really well) to apply as an ally of spicy food lovers.
The campaign, which has been developed by WPP Open X.led by Ogilvy and with collaboration of VML, Essencemediacom and SUBVRSIVEit moves that the Lima-Limón de Coca-Cola soda is the perfect combination for burning and the pain that can cause very spicy food, but that is pleasant and tasty for many consumers.
“Hurts Real Good”, of a global nature, capitalizes the growing Interest of Z generation for spicy food. According to Sprite data, the campaign is addressed to young consumers, half of whom ask for spicy food once a week. A trend that, precisely, the rival of Coca-Cola, Pepsico, has embraced with the transverse brand Flamin ‘Hot.
“We recognize that world passion for spicy is not only a fashion, but a vibrant cultural movement, a search for exciting sensations“said Oana Vlad, Sprite’s global vice president, according to Adweek. “Our intense carbonation and our iconic Lima-Limón flavor amplify that sensory adventure, allowing you”
In addition to the main spot, the ‘Hurts Real Good’ platform will come alive thanks to outdoor advertising activations and executions on social networks. It also includes Collaborations with food brandssuch as McDonald’s, Buldak Fried Noodles or Takis, and will launch exclusive pop-up experiences. Sprite’s goal is to boost the interaction and intention to buy the consumer, highlighting the refreshing power of your drink.
“In Sprite, we do not only dedicate ourselves to refreshing; We are a cultural brand, deeply rooted in the pulse of what moves our consumers, and this is reflected in the alliances with which we have associated ourselves”, Said Oana Vlad, as Little Black Book reports.
Sprite will also be associated with influencers, content creators and celebrities to enhance the scope of your message. This is the case, for example, of singer Karina of the K-Pop Aespa group, which will exercise as an ambassador of the brand in Korea.
The brand will also develop a Challenge in Tiktok inviting consumers to combine Sprite with the spicy.
