Gen Z love the camaraderie and challenge of eating spicy food.
If we can give them something to help them go further, go spicier. We win.
(If Sprite gets drunk with just 1 in 10 spicy meals, we double our weekly sales)
Introducing Sprite Spice Club. An experience-first campaign providing drinkers all they need to take their spice-capabilities to the next level.
Across over ten touch points including partnerships, gaming, experiential, audio, merch, social, content, TV and OOH.
Here are some of the best bits.
Agency: Ogilvy.
Stills: Jim Fenwick.
Film: The Humans through RiffRaff
Creatives: Alex Hernesten & Alex Moore.
CD: Mark Slack.
Partnership with Deliveroo. Pick your spice level and take it to the next with a suggested dish and Sprite delivered to your door.
Posters located near Spicy food joints over Europe.
YouTube content series recruiting Spice Club members in THE TRIALS. You either end up in the club…or tub. We started off by visiting three European football clubs. Putting players spice skills to the test at Tottenham FC, FC Bayern Munich and Liverpool FC.
The ambassador of Sprite Spice Club will be recruited to eat Spicy Food for the year and push their spicy limits. Competing at hot food contests world over. Opening chicken shops and pushing the rest of the club to level up their spice.
We took over socials with Spice-eating-motivation.
We even made a Spice-eating-training-simulator game where you needed to eat as much spicy food as possible and balance the heat out with Sprite.
Merch. Natch.