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 vie 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. The campaign also taps into Australia’s current fascination with hot sauces.

BINGE marketing director, Fiona King, commented, “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.

Thinkerbell chief creative, Tom Wenborn, stated, “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.