BINGE releases ‘House of the Dragon’ duelling hot sauces in new campaign via Thinkerbell

As Westeros teeters on the edge of a bloody civil war BINGE and Thinkerbell have created duelling sauces so that fans can pledge their allegiance and help the Green and Black Councils settle their scores as they vye for the Iron Throne.

The Black Sauce for Queen Rhaenyra supporters, ‘Dracarys’, features the relentless spice of the Carolina Reaper, Scorpion and Birds Eye Chillies and boasts a Scoville Rating of 500,000 units. The Green Sauce for King Aegon supporters, ‘Revenge’, contains Green Habaneros, Charapitas and Jalapenos, and offers a searing Scoville Rating of 35,000 units.

Says Fiona King, marketing director, BINGE: “Australia’s reaction to the launch of House of the Dragon season two has been phenomenal. Inspired by dragons and the world of Targaryens, we’ve crafted these exclusive hot sauces to bring the intense rivalries of Westeros into kitchens nationwide. Our creation is set to ignite a legendary feud, and I’m so excited to see the reactions from fans as these sauces will literally make you breathe fire. We invite all fans to choose wisely and settle in with new episodes dropping weekly until Monday 22 July.”

Each label design features elements that reflect each of the feuding councils. The bottles individually wax dipped and packaged in a limited edition case.

Says Tom Wenborn, chief creative tinker, Thinkerbell: “Ahhh ahh, oh my god. Aaahhhhh, hot-hot-hot-hot!.”

The earned media campaign was covered across cult Aussie shows including Sunday Night with Matty Johns and AFL Bounce, along with other leading pop culture titles such as Man of Many and New Idea.

Celebrities from around the world were invited to pick a side and test the sauce out for themselves. House of the Dragon cast Harry Collett and Bethany Antonia, Caroline Gaultier and Krissy Marsh from The Real Housewives of Sydney, St. George Illawarra Dragons players Kyle Flanagan and Jesse Marschke, Cam Mooney and Ruby Schleicher from the AFL Bounce crew, social media stars Luke and Sassy Scott, alongside Fox League’s favourite duo Fletch and Hindy, have all bravely tasted the fiery hot sauces and pledged their allegiance.

Hundreds of Australia’s fans have also pledged their allegiance to either Green or Black councils, throwing their hat into the ring for the giveaway of the limited edition hot sauces that was live across BINGE social channels.

Says Keir Vaughan, head of craft, Thinkerbell: “The idea at its simplest is that dragon’s breathe fire. So let’s make hot sauces that are so hot, you breathe fire. Beyond that, we really wanted to get to the core of the bitter feud between Houses and express this as two distinctly crafted label design’s that felt iconically representative of both Houses and their Dragon Sauce’s. Above all, design’s that are highly collectable, sharable and loved. And hot ”

Strict safety warnings have been included on the bottles; ‘DO NOT CONSUME IF YOU ARE SENSITIVE TO SPICY FOODS OR HAVE ANY RESPECT FOR YOU RECTUM WHATSOEVER’, and ‘CONSUMPTION OF THIS SAUCE MAY INDUCE A TRIP TO THE PORCELAIN THRONE’.

You have been warned…

BINGE and Thinkerbell acknowledge the lands of Wurundjeri Woi-wurrung where the work was shot on, and Whadjuk Nyoongar where the products were produced.

Client – BINGE
Creative & Earned – Thinkerbell
Production – Hotel Bell
Hot Sauce – Bunsters Hot Sauce
Photographer – Chris Hillary
Stylist – Bianca Milani