The rise of technology has transformed how we connect, leaving many, especially Gen Z, struggling to engage in casual, in-person conversation. Despite high awareness, Canada Dry faced low trial among this audience, so to capture their attention and bring people together, we launched “Spicebreakers”, a social game of spicy dares designed to break the ice. Ultimately, “Spicebreakers” gave consumers a playful and authentic way to connect with each other and the bold, spicy flavour of Canada Dry Ginger Beer.