Sprite / UKExperiential · PR Stunts
Sprite Hot Seats.
Sprite built four multisensory dining chairs that made spicy food feel hotter, so diners at Slim Chickens in London could feel Sprite cool the burn.
- Brand
- Sprite
- Market
- UK
- Region
- Global
The challenge
Gen Z chases spicy food but reaches for milk or beer to cool down, and rarely for Sprite. The brand needed tangible proof that it balances spice.
The idea
After 'Spice Lab' tests with 200 people showed Sprite cut perceived heat more than still or sparkling water, the team worked with Bompas & Parr on Hot Seats: chairs with a spicy soundscape by Ross Garren, textured surfaces, shifting light and chipotle aroma and smoke. They ran as a two-day bookable dinner at Slim Chickens in central London, and the soundscape went on SoundCloud for people to try at home.
Results
- According to The Drum Awards entry, the two-day event sold out within an hour.
- The entry reports 598,959,150 earned impressions with no paid media.
Case study source: The Drum Awards Source ↗
Awards
- MUSE Creative Awards 2025Audio - Original MusicPlatinum
- MUSE Creative Awards 2025Experiential & Immersive - Immersive Brand ExperienceGold
- The Drum Awards for Marketing EMEA 2026 Silver (Creative Innovation)
- The Drum Awards for Marketing EMEA 2026 Bronze (Live or In-Person Experience)
Credits
- Creative agency
- Studio Resonate, SiriusXM Media
- Production
- Bompas & Parr
- Additional company
- Slim Chickens
- Composer (soundscape)
- Ross Garren
