Background: the launch of the new Peperami Firestick, five times hotter than any previous Peperami.

Objectives: sampling; awareness; data capture.

Audience: 18-24 year-old UK lads who love a drink and a laugh with their spicy food.

Strategy: create awareness through 'talkability' by shooting a brand film that was "Too Hot For TV". The film was trailed above-the-line, distributed virally, and drove to www.toohotfortv.co.uk. Once there, visitors were encouraged to try a free sample of the new product and enter their details to win a hot prize for lads. Results: all 20,000 samples gone in five days. 150,000 film views. 8,000 profiles.