Hot Seats

When it comes to spicy food, Gen Z loves the burn. With 78% of Gen Z saying they like or love spicy food, Sprite saw an opportunity to position their brand as the ultimate companion to a spicy meal.
Ogilvy and Studio Resonate had the solution: “Sprite Hot Seats,” a first-of-its-kind, audio-driven multisensory activation that increased the perceived spiciness of food and demonstrated Sprite’s unique “burn balancing” properties.
We devised two controlled experiments to measure how Sprite, milk, and still/sparkling water eased oral burn. Not only did Sprite beat still/sparkling water and match milk in the first 10 seconds of consumption, but it also offered an added benefit: once the soothing effects of lemon-lime subsided, Sprite’s effervescent bubbles kept the thrill of spice alive. Instead of extinguishing the spice, Sprite let you ride the heatwave longer.
Next, we tested whether the effects of “sonic seasonings” could further enhance spice perception and amplify Sprite’s benefits. Our experiments proved they did, so we partnered with Grammy-winning composer/producer Ross Garren to craft an original composition, scientifically calibrated to intensify the burn. Garren used crossmodally congruent cues (rapid tempos, high pitches, staccato hits, dissonant harmonies, distorted textures, stochastic rhythms, and cultural spice references) to create a track designed to mirror the arc of a spicy meal when served with Sprite: Arousal, relief, and the thrill of repeat.
To complete the sensory onslaught, Bompas & Parr designed four custom “Hot Seats,” outfitted with our spicy composition, and adding additional sensory amplifiers: spiky textures, smoky chipotle aromas, and fiery colors.
The results? For two days at Slim Chickens in Central London, diners sat in Sprite’s Hot Seats while we hacked their senses, turning up the heat as they experienced how Sprite’s refreshing lemon-lime effervescence balanced the burn without killing the thrill. Tickets to the event sold out in under an hour, coverage poured in from UK influencers and major publications, and Garren’s “spicy soundscape” debuted globally on SoundCloud.
With an earned reach of over 600 million and no paid media, it was multisensory marketing at its best: bold, flavorful, and refreshing.