Background & Challenge
Coca-Cola® aimed to position Sprite as the ultimate pairing with spicy foods when dining out. While anecdotal evidence suggested that pairing a fizzy beverage with a spicy dish—like buffalo wings and an ice-cold cola—was already common, validating this insight through market research and developing a compelling “big idea” were critical to success.

Approach
”Chase the Heat,” a campaign inspired by the iconic “Obey Your Thirst,” positioned Sprite as the ultimate pairing for spicy foods. Through in-depth discovery and strategic messaging, the campaign showcased Sprite’s refreshing contrast to heat. From logo lockups and merchandising to social campaigns and promotional strategy, every element reinforced the bold, fiery connection—delivering a campaign that was undeniably hot.