Sprite Targets Gen MZ with 'Maep-pamin' Trend, Launches Apron Merchandise

Delivering the Brand Message in Line with the 'Maep-pamin' Trend

On April 27, Coca-Cola announced that it is emphasizing the pairing of spicy foods with its Sprite brand through the 'Spicy' campaign, and has introduced a special apron merchandise item that allows consumers to experience this combination in a unique way. The campaign is designed to help people experience the brand message in their everyday lives, in line with the trend of 'Maepamin'—a newly coined term combining 'spicy' and 'dopamine.'

The apron was created so that it can actually be used when eating spicy food. The Sprite logo and graphics evoking a spicy sensation are incorporated in a bandana style, making it versatile enough to be worn not only as an apron but also as a headscarf, crop top, and in other ways.

Provided by Coca-Cola.

The campaign is drawing a strong response online as well. Influencers such as Heo Seongbeom, Shin Mingyu, and Yoon Hajung have posted short-form videos of themselves enjoying spicy food and Sprite while wearing the apron, surpassing a total of 420,000 views.

Sprite has also distributed the apron merchandise to restaurants in Korea known for their spicy dishes, expanding its offline presence. By offering the merchandise to customers who enjoy spicy menu items and the beverage together, the company has strengthened its experiential marketing approach.

A Coca-Cola official stated, "The Sprite apron merchandise was designed to let consumers experience the combination of spicy food and Sprite in a fun and practical way," adding, "We will continue to expand our brand experience at touchpoints that align with consumer lifestyles."

This content was produced with the assistance of AI translation services.