Sprite is taking its connection with spicy food to the next level by launching an innovative marketing campaign centered on one of social media’s fastest-growing trends: mukbang. The Coca-Cola brand has introduced a limited-edition Mukbang Straw, designed to amplify the sound of every sip and turn drinking Sprite into an immersive ASMR experience.
The campaign is part of Sprite’s global platform, “Hurts Real Good,” which embraces the idea that spicy food and Sprite create an intense, yet enjoyable, sensory combination. Rather than positioning the soft drink as a way to cool down the heat, Sprite encourages consumers to embrace the spicy experience while enhancing it with its signature lemon-lime fizz.
The custom-designed stainless-steel straw features a dual-channel structure that increases airflow, making each sip noticeably louder. The exaggerated drinking sounds cater directly to the ASMR appeal that has helped mukbang videos attract millions of viewers across platforms such as TikTok, YouTube, and Instagram.
To promote the launch, Sprite has partnered with mukbang and ASMR content creators, who showcase themselves eating spicy foods while using the special straw. The campaign also includes collaborations with snack brand Takis and challenges encouraging consumers to recreate the experience online, reinforcing Sprite’s presence in conversations already happening within digital food culture.
According to the brand, the campaign specifically targets Generation Z, a demographic that increasingly values interactive and shareable experiences over traditional advertising. By combining product innovation with creator-led content, Sprite aims to make the beverage part of the entertainment rather than simply the refreshment.
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