One of the typical reactions that people have when eating something spicy is to curse. In Mexico, a very common profanity is “vete a la chingada”, which can translate to: “go to hell”. Xtra Flamin Hot actually went to “La Chingada”, which is, as we said, a common curse, but also a town in Mexico. In this film, we documented the reactions of different locals when trying our products, as a way of proving that they are really, really hot and spicy. After introducing the town and our mission, we see the protagonists (real people from La Chingada), trying the different products of the platform. At first, they try to keep it together, but immediately they start sweating, turning red, asking for water and…cursing. In the end, all of them laugh and enjoy the delicious aftertaste of the snacks. While we read: “Don’t underestimate the power of the extra spicy”.

Pepsico’s platform of extra spicy flavors, Xtra Flamin Hot, was running its second and successful equity campaign in Mexico. The challenge was to continue growing in brand preference, in a market that offers multiple options in the category. The previous campaign, worked around the typical behavior of people cursing when they eat something very spicy, and showed excellent results in terms of affinity and engagement. So, to build consistency and claiming ownership of that territory, we now had to work on a brand experience around the Xtra Flamin Hot snacks, highlighting the appetizing and pungent attributes of the product, while reinforcing its connection with the Mexican consumer, with objectives of engagement and trial.

“La chingada” is a digital campaign that will be advertise in different digital networks such as Youtube (51% of total investment mix), Facebook (28%), Twitter (17%) and Instagram (4%) that will allow Flamin’ Hot to reach 50,086,148 unique users. The digital campaign plans to achieve 199,988,584 impacts and 18,800,060 views.

One of Mexico’s food signature attributes is spicy flavor. It is part of their culture, tradition, and pride. This makes pungency a very high standard when creating a spicy product. In this context, Pepsico’s Xtra Flamin Hot platform, wants to own the main role in the category, with products so hot that make their consumers curse inevitably when they try them. “Go to la Chingada” is the most common profanity when this happens. So, that is precisely where we went to demonstrate the high pungency of our line: to the town of La Chingada.