Within PepsiCo, Flamin' Hot is the platform for extra-spicy snacks, made up of Cheetos, Doritos, Sabritas, Crujitos, Tostitos, Kakang, Ruffles, and Paquetaxo. For some years, the brand has been making visible the reactions and typical behavior of Mexicans after experiencing intense spiciness as something that paradoxically people suffer and enjoy. In 2021 with profanity as a gauge of the level of spiciness, and in 2022 warning the "deniers", people who, no matter how much they suffer, are unable to admit that something is really spicy.

This is a market that offers multiple options in the category and where the main competitor dominates the attribute of "the spiciest" in the segment, Flamin' Hot after executing its two successful equity campaigns, had the challenge of continuing to grow brand preference, engagement and create an experience that highlighted its high level of pungency for those who continued to underestimate its power and flavor and this, will incentivize product testing.

To achieve this, we designed a special framework for Flamin' Hot, rethinking spicy as a roller coaster. We call it: "Spiciness Rollercoaster". Made up of a moment of intrigue, a moment of suffering, and finally, a moment of enjoyment.

We choose the moment of greatest tension: the suffering and in this tipping point we discover the insight: Mexicans release the suffering they experience after tasting something really spicy, cursing, "Sending others to La Chingada".

To demonstrate our attributes first-hand and capitalize on the brand's previous efforts, we have the following pillars:

1. MAGICAL TOWN OF "LA CHINGADA". Its name is, coincidentally, the most used blasphemy in the country when someone eats something truly spicy.

2. REAL PEOPLE: In the content we capture authentic reactions from local and real people to generate closeness, identification, and credibility to the spicy experience of Flamin' Hot.

3. PRODUCT CONSUMPTION: We arouse curiosity to position ourselves as the product with the best spicy experience in the category.

4. CALL TO ACTION: In digital content, we encourage the audience to challenge someone to try our spicy flavor.