Sprite 'Hurts Real Good': Key FindingsSprite’s “Hurts Real Good” campaign targets Gen Z’s growing craving for spicy food.The global campaign features Buldak, Takis snacks, and K-pop star Karina.Late-night pop-ups and TikTok game activations aim to boost online engagement.

Gen Z isn’t running from the heat. In fact, they’re chasing it — and Sprite wants to ride the fire.

The lemon-lime soda brand has launched “Hurts Real Good,” a global campaign aimed at spice-loving youth who are redefining taste preferences with bolder, hotter flavors.