Sprite Creates Custom Straw to Amplify Spicy Food Experience in Canada

Sprites 'Hurts Real Good' campaign is taking its spicy food pairing to the next level in Canada. The brand has collaborated with WPP's Open X, led by VML, to create a custom Mukbang Straw that amplifies the experience of drinking Sprite alongside spicy dishes.

The straw is inspired by the Mukbang community's love of intense food and immersive ASMR sound. It features dual channels for maximum airflow and amplified sipping sounds, making Sprite an integral part of the experience rather than just a pairing.

Select Mukbang and ASMR creators are filming and sharing their own versions of Mukbang, savouring spicy dishes paired with Sprite and Takis. The campaign kicked off on August 6th, 2026, with two hero influencers, followed by a wave of creators taking on the Sprite Spicy Challenge.

'The popularity of spicy food is exploding among younger Canadians, and Sprite is the perfect pairing for those flavours,' said Jacques Blanchet, integrated marketing director for Coca-Cola Canada. 'We wanted to bring attention to this in a big way, which sparked the idea for an ASMR-focused straw.'