Sprite is turning up the heat with its new global campaign, “Hurts Real Good,” celebrating Gen Z’s love for spicy food. The campaign positions Sprite’s crisp lemon-lime fizz as the ultimate match for fiery flavors, creating a sensory combo that, as the name suggests, hurts real good. In partnership with spicy favorites like McDonald’s, Buldak Fried Noodles, Takis, and Hot to K-Po, Sprite is rolling out late-night pop-ups and out-of-home takeovers from 1 to 3 a.m. Fans can also scan QR codes at select locations to join an interactive TikTok game and share their own spicy moments. Created by WPP Open X, led by Ogilvy APAC, the campaign includes a playful film showing that when spice hits hard, only Sprite delivers true refreshment. The launch comes as Sprite climbs to become the No. 3 soft drink in the U.S.—proving that fizz really does fight fire.