Sprite is once again turning up the heat—this time shifting focus from the temperature-driven messaging of its “Turn Up Refreshment” campaign to the rising global obsession with spicy flavors. With Gen Z leading the way—nearly half of them reportedly indulging in spicy food at least once a week, according to the brand—Sprite is embracing bold taste experiences that resonate with younger consumers.

“At Sprite, we’re more than just refreshment—we’re a cultural brand, in tune with the energy and passions of our audience,” said Oana Vlad, Global Vice President at Sprite. “The global love for spicy food isn’t a passing trend—it’s a cultural movement, a celebration of bold sensations, and our latest campaign reflects that.”

While its previous efforts positioned Sprite as a remedy for hot weather, the new “Hurts So Good” campaign reframes the lemon-lime soda as the perfect companion to fiery flavors like chili and curry. The move also signals a subtle challenge to rival Pepsi, which has leaned heavily into food pairing in its marketing strategies.

Credit: Marketing Dive, see full story here