Xtra Flamin’ Hot is Pepsico’s extra spicy platform of snacks, famous in all of Mexico and other countries of the region. Super spicy products in the category, only for brave palates. But still, there are people who dare deny their spiciness. In this film, we name them “Spice Deniers”. Ambushers who act fine when they try Xtra Flamin Hot Snacks but are burning up inside. Something that becomes evident with the undeniable effects: sweat, tears, and the inevitable swearing that bursts out. And you, jury…Do you dare try Xtra Flamin Hot?

Situation:

Xtra Flamin Hot is Pepsico’s extra spicy platform of snacks, with special editions of some of its most emblematic brands: Cheetos, Doritos, Ruffles, Sabritas, Tostitos and Kacang. These products are loved by consumers across Mexico, known for their passion for spicy food, but in the last couple of years, some started questioning their spiciness.

Brief:

For this year’s equity campaign, we had to strengthen the platform’s credentials of appetizing and spiciness, inviting new consumers to try the products. We needed to find a new relevant and strong insight, that resonated with the Mexican consumer and lived under the brand’s creative platform “Don’t underestimate the power of the xtra spice.”

Objectives:

- Boost awareness of the Xtra Flamin Hot platform.

- Drive product trial for those people who hadn’t try them yet.

- Strengthen affinity with the Mexican consumers

“Spice Deniers” is a great example of how we transform the characteristic mexican “It’s not that spicy” into a relevant and memorable campaign:

TV reached 62% total target (+3% vs plan). Surpassing GRPs (+8% vs plan) and TRPs (+10% vs plan). More than 85% broadcasted on open TV, with more than 50% in the Prime-Time slot. The result: 396.001.468 impacts within Flamin Hot target (13 to 44 years).

In digital, the campaign reached 58.375.291 unique users with 1.356.604.870 impacts (+56% vs plan) and with 10.97% of engagement rate, generating 6.404.989 interactions (+6pp vs internal benchmark).

We dared the mexican consumers, for whom spice is a synonym of flavour to try Xtra Flamin Hot, the hottest option of all. Even the most sceptic of them all, “The Spice Denier”.