Situation: Pepsico Snacks’ extra spicy flavor platform, called Xtra Flamin’ Hot, was turning its successful second year of life. And it was facing the challenge of continuing to grow in brand preference, in a market offering multiple options in the category.

Brief: To develop a brand experience involving Xtra Flamin’ Hot’s snacks, that highlights the appetizing and pungency attributes of the product, and at the same time reinforces its connection with the Mexican consumer.

Objectives: Engagement & Awareness.

In Mexico there’s a particular town named “La Chingada.” Which is actually the most used swear word in the country when someone gets burnt with truly spicy food. Something along the way of “Go to hell” would be said “Go to La Chingada” in Spanish. This is why, to show the high level of spice Xtra Flamin’ Hot’s line of snacks has, we went all the way to that town. And we documented its real inhabitants tasting our snacks. Proving once again they are so spicy, that people that are from there also use one of the most common swear words after tasting them. The famous: “Go to La Chingada”