Can Music Make Your Food Spicier? 7UP & Spotify Think So And They’ve Got Anirudh to Prove It

Ever had a mouthful of spicy biryani and instinctively cranked up the beats? Turns out, that might not just be a vibe—it could be science. 7UP, Spotify, and Anirudh Ravichander are betting big on the idea that music can actually intensify spice, and they’ve dropped the “7UP SpiceIt Playlist” to test it out.

The Idea—A Playlist That Packs Heat

The whole thing is based on Charles Spence’s research, which suggests that certain high-pitched frequencies can make food taste spicier. So, 7UP cooked up (pun intended) a campaign where they combine curated tracks with their signature “super-duper refresher” to create a sensory marketing moment. The concept? You take a bite of fiery Andhra chicken, press play on the playlist, and boom—flavor explosion. And of course, what’s the next step? Reaching for a 7UP to cool down. Smart, right?

The Two Sides—Genius or Gimmick?

Why This Works

✅ Psychological Marketing – Brands love hacking human perception. If music can trick your brain into thinking spice levels are higher, 7UP becomes a “must-have” sidekick.

✅ Built for Digital Culture – A Spotify collab means seamless discoverability, and 7UP’s “Scan & Listen” tech makes it effortless. This isn’t just an ad—it’s an experience.

✅ Anirudh Factor – Bringing in a hitmaker like Anirudh Ravichander and backing it with legit research adds credibility, especially with a younger, music-obsessed audience.

Why This Might Flop

❌ Not Everyone’s Into Spice – Some people avoid spice like it's an unpaid electricity bill. If you don’t like spicy food, this won’t hit the same.

❌ Might Feel Too Gimmicky – “Music makes your food spicier” sounds cool, but is it actually a game-changer or just a marketing flex?

❌ Branded Playlist Fatigue – In a world where every brand is dropping playlists, this could easily get lost unless it truly slaps.

Final Take—Marketing Gold or Flavor Flop?

As someone who lives at the intersection of media, AI, and brand storytelling, I see the potential here. It’s interactive, it’s fun, and it’s got the right mix of science, celebrity, and digital culture to spark curiosity. Will it actually make your tongue feel like it’s on fire? Maybe. But at the very least, it’s one hell of a marketing stunt.

So, what do you think? Is this campaign straight-up genius or just another branded playlist we’ll forget in a week? Hit me up.