Subaru's BRZ Ignites the Senses with Scorching Hot Sauce Launch

Hot sportscars have always made drivers feel a bit flush. Now Subaru is taking the launch of its all-new BRZ to another level by allowing consumers to literally taste it in the form of a scorching hot sauce.

Aptly titled IGNITE YOUR SENSES, the integrated campaign was launched through a dramatic online film. Revolving around a curious pizzeria, the story begins with a customer becoming enraptured by an all-new Subaru BRZ parked outside the restaurant. Seeing what lights this guy’s fire, the chef gives him a unique bottle of hot sauce featuring BRZ branding. And after tasting the bottled-up feeling of the sportscar, the customer’s heightened senses launch him into a fiery BRZ driving fantasy through the city.

But the film premise is more than just pure fantasy. A batch of BRZ Hot Sauce bottles have been earmarked for select dealers and surprise and delight giveaways on social media, so consumers can take a 'taste drive'.

“This latest BRZ model launch had to make drivers feel something visceral and fun,” said Gary Sappleton, director of marketing and brand management at Subaru Canada. “Delivering uncommon experiences that capture the thrilling performance and style of the all-new BRZ will help rally our passionate fanbase.”

Aimed at a youthful and tech-savvy audience, a code found on BRZ Hot Sauce bottles leads consumers to a Snap AR gaming lens. The objective of the game is to navigate the BRZ through a curvy street course and collect as many chili peppers as you can within a minute. Gamers will get a real-time view of their facial expressions during the experience and can steer the BRZ by physically moving their head.

“Hot sauce has become a cultural phenomenon in recent years,” said Wain Choi, executive creative director at Zulu Alpha Kilo. “By tapping into that rich culture, we can push the boundaries on how to spark interest and trial of a new vehicle.”

Zulu Alpha Kilo and Zulubot, the agency’s production arm, lead the strategy and creative development for the integrated campaign. The work spans online videos, a Snapchat AR lens, social content, OOH, digital takeovers and package design. Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

The IGNITE YOUR SENSES campaign is the latest instalment in Subaru Canada’s 'Welcome to Uncommon' platform, which launched in 2021.