Sprite Taps into Spicy Food Craze with “Hurts Real Good” Campaign
Sprite, a brand owned by Coca-Cola, has launched a new campaign called “Hurts Real Good” aimed at capitalizing on the growing popularity of spicy foods. The initiative positions the lemon-lime soda as an ideal beverage to complement spicy dishes. As part of this strategy, Sprite is collaborating with popular spicy food brands such as Takis adn Buldak Fried Noodles. The campaign also features a TikTok filter and other social media activations to engage consumers.
Oana Vlad, global vice president for Sprite, noted that online trends like mukbangs (live-streamed eating broadcasts) and spicy noodle challenges have significantly contributed to the mainstreaming of spicy food within online culture. “At Sprite, we always try to be inspired by consumer-first insights and then deliver something of value for a behavior that already exists,” Vlad stated in an interview with CNBC.
As of late April, Sprite held the position of the third most popular carbonated soft drink by volume share, according to data from Beverage Digest. The beverage’s association with McDonald’s has also played a role in its recent popularity. Several years ago,Sprite from McDonald’s fountains whent viral on social media,with users posting videos describing its taste as “sharp” and sharing their reactions to trying it.
Vlad highlighted that a ample number of Gen Z consumers experience Sprite for the first time at McDonald’s, with fans often describing the McDonald’s Sprite experience as “a flash of lightning or electric.”
The increasing diversity among younger generations is also influencing their preferences towards flavors that offer depth, texture, and a sense of regional identity. According to Datassential, ingredients like Chili Crisp (used in traditional Chinese cooking), Nam Phrik (originating in thailand), and Piri Piri (commonly found in Portuguese and African cuisines) are becoming more prevalent on U.S. menus.
Sara Senatore, a senior restaurants analyst at Bank of America, commented on this trend, telling CNBC, “As the population gets more diverse and as younger consumers want to experiment more, we see a greater willingness to try new flavor profiles.”
Crucial details not in the original article:
The specific date of the CNBC article’s publication is not provided, but the data cited from Beverage Digest is “as of late April.”
The exact launch date of the “Hurts Real Good” campaign is not specified.
The specific partnerships with Takis and Buldak Fried Noodles are mentioned, but the nature or duration of these partnerships is not detailed. The specific social media activations beyond the TikTok filter are not elaborated upon.
* The “flash of lightning or electric” description is attributed to social media users’ reactions to McDonald’s Sprite, not directly to Vlad’s personal experience.
