Mexicans love spicy, for them spicy is part of the culture, because they are sensation seekers. Transforming spicy snacks into much more than a flavor, transforming them into a challenge.

From mapping this habit, we discovered that, although there is a unit in the world capable of measuring the degree of pungency of food, in the streets of Mexico there is a unit of measurement of its own. And that unit of measurement are the "groserías" "swearword" that all Mexicans say after enchilarse.

And that is precisely what this story of Xtra Flamin´Hot snacks is about.

Whether it's a lot or just a touch, we spice up whatever we can. It is even something that, as Mexicans, we can feel proud of, enduring the itching of some food. So no matter how much he makes us cry or curse, we can't say no to him.

For that reason in our strategy we decided to think of a framework that we call:

The Spiciness Rollercoaster. Because if we think of spicy as a rollercoaster, there are three moments:

The intrigue moment.

The suffering moment.

The Enjoyment moment.

And for our campaign of the new edition of Xtra Flamin' Hot we decided to choose the Key moment that Mexicans love when they eat spicy food.

The tipping point: The suffering moment.

Because it is the perfect time to demonstrate to our audience that our new flavors come with the highest level of spiciness in the entire snack category.