Dive Temporary:
- Sprite is tapping into Gen Z’s love of spicy meals with a brand new international marketing campaign, “Hurts Actual Good,” that leans into the soda’s promise to amplify — not extinguish — the warmth of daring flavors, per particulars shared with Advertising Dive.
- The Coca-Cola beverage will accomplice with manufacturers together with McDonald’s, Buldak Fried Noodles and Takis and launch late-night pop-up experiences as a part of the marketing campaign, which additionally contains out-of-home, digital OOH and social media activations.
- “Hurts Actual Good” is knowledgeable by insights round Gen Z and follows a earlier international marketing campaign that sought to attach with customers through the hottest moments of summer time utilizing information and contextual focusing on.
Dive Perception:
Sprite is once more leaning into warmth, buying and selling the temperature-focused work of the “Flip Up Refreshment” marketing campaign for the practically ubiquitous pattern round spicy meals. Gen Z is main the cost, with as much as half of the demographic actively searching for out and ordering spicy meals no less than as soon as per week, per information cited by the model.
“At Sprite, we’re not nearly refreshment; we’re a model of tradition, deeply embedded within the pulse of what strikes our customers, and that is mirrored in who we’ve got partnered with. We acknowledge that the worldwide love affair with spicy meals is not only a pattern – it is a vibrant cultural motion, a pursuit of thrilling sensations,” stated Oana Vlad, international vp at Sprite, in a press release.
Whereas the earlier marketing campaign positioned Sprite as a balm for warm climate, “Hurts So Good” markets the lemon-lime soda as the easiest way to extend flavors like chili and curry. In that approach, the marketing campaign could be seen as a shot throughout the bow of Coca-Cola competitor Pepsi, which has marketed a concentrate on its skill to pair with a wide range of meals.
Together with OOH and social media activations, “Hurts Actual Good” contains a number of model partnerships, expertise collaborations and competition experiences that help alternatives for shopper engagement. To-be-announced pop-up experiences will run from 1-3 a.m. — essential late-night craving hours — because the model seems to drive engagement and buy intent.
Sprite will accomplice with spicy meals manufacturers together with Takis and Buldak — a favourite model of Gen Alpha — and with McDonald’s on an effort that promotes the combo with the McSpicy spicy hen sandwich on digital menus, digital kiosks, drive-thru menus and in-app banners. Plus, Sprite has tapped model ambassador and Okay-pop star Karina for a digital movie and OOH inventive and teamed with TikTok for an interactive filter.
“Hurts So Good” was led and developed by WPP Open X with VML and supported by Ogilvy PR, EssenceMediacom and Subvrsive.
Sprite this yr grew to become the No. 3 carbonated tender drink within the U.S., passing Pepsi with a concentrate on sports activities and popular culture. In sort, the model tapped right into a viral TikTok pattern to create Sprite + Tea, a taste innovation with a launch that included a tie-up with sports-focused way of life model Eastside Golf.
