Flamin' Hot isn't just a snack; it's a cultural icon. Yet, launching in Europe posed a unique challenge. With spicy snacks gaining traction and the market crowded with big international competitors and niche players which are cult favorites amongst Gen Z, (the ones driving the growth of the category), we needed a strategy that wasn't just another loud entry into a noisy market.

Our brief was clear: We needed to create a PR-first strategy that cut through traditional category marketing noise, bringing a newsworthy way to launch our snack range, and establishing Flamin' Hot as the boldest, most authentic spice leader swiftly.

The objective? Disrupt the category norms and create a buzz around our launch that would position us not merely as newcomers, but as the hottest snack and definitive expert in spice by breaking away from conventional tactics and engaging consumers in a novel, memorable way.

Spiciness is a euphoric experience until it ceases to be so—regardless of your heat tolerance. Every spice lover knows that when you need to quench that heat, Milk is the only answer due to casein, a protein naturally present in Milk that mitigates the effects of capsaicin, the molecule that creates the burning sensation in your mouth.

So to launch Flamin' Hot, Europe's spiciest snack range, we introduced its natural antidote: 'Not Flamin' Hot' Milk. This wasn't just any milk—it was the first ever designed specifically to soothe the fiery aftereffects of eating our spicy snacks.

This unique launch earned the attention of thrill-seeking spicy lovers and those cautious of the heat, reshaping how consumers interact with the brand.

"Not Flamin' Hot" milk wasn't just a product introduction; it was a redefinition of the spicy snack experience.

Our strategy targeted young, social media-savvy consumers drawn to bold and innovative brand interactions, as well as media outlets hungry for tasty news in a category that continues to use the same tactics, messaging, and imagery.

By leveraging the juxtaposition of spicy and soothing, we crafted a unique narrative that highlighted our deep understanding of the spicy food journey, driving massive buzz and redefining the way of enjoying the hottest snacks out there, while linking to a simple product truth and a powerful human insight: The ultimate sign of really spicy food is when you reach out for Milk to quench that heat.

Our message was simple and strong: ‘NOT FLAMIN’HOT’ MILK, is the perfect antidote for Flamin’ Hot snacks

As Europe braced for the heat of Flamin' Hot, we introduced a refreshing twist with 'Not Flamin' Hot' Milk.

In collaboration with local dairy producers, we developed a unique brand that leveraged Flamin' Hot's distinctive brand assets and included packaging designed to hint at its special purpose as the ideal companion for spicy snacks.

The product became the epicentre of a PR first campaign that aimed to capture both consumer and media attention.

The main move involved seeding the product to key influencers to amplify our message. We also sent samples and media kits to relevant media outlets.

The product was also made available through supermarket such as Dia.es in Spain to ensure widespread availability.

And finally, we also supported the campaign with digital and out of home advertising building anticipation for this new post-spice treat and injecting fresh excitement into the category despite our late entry.

The coverage surpassed 552 million impacts, generating headlines across Europe, including the BBC, Yahoo, and BusinessInsider.

The total campaign reach surpassed 59MM.

In terms of business impact, the Flamin' Hot launch quickly became the most successful snack launch of the year. In just 6 weeks, we've been able to deliver more than 2/3 of the annual sales target.

In Spain, we delivered 2.2x the sales objective in the category main channel.

In Portugal, in only one month, we matched the penetration of the leading competitor.

In UK, we outperformed the entire Pringles established spicy range by more than 24%, adding +1 point of incremental penetration vs last year in key supermarkets like Asda and Tesco.

The campaign not only made Flamin' Hot spread like fire among GenZ, but also set records for engagement and sales. An unconventional and counterintuitive way to launch a brand, that became the hottest news of the year in the category.