PepsiCo Launch Flamin' Hot Communication Platform for the Latin America Region

Oct. 14, 2021

AnyGivenDay, the agency led by Hernán Cerdeiro and Mariano Duhalde, was selected by PepsiCo to work on the Flamin' Hot communication campaign portfolio, which will run in more than 10 Latin American countries.

With the aim of awakening interest among those who dare to do something different, the agency created the #PicanPeroRico campaign, with more than 230 pieces of content that explain in a very peculiar and unexpected way the sensation that our body experiences when enjoying Flamin' Hot.

The campaign was carried out by Primo and its director Juan Poclava. It also had the support of AnyGivenDay Studio in the execution of digital content. The project will not only have audiovisual pieces for TV and outdoor, but also for Twitch, Twitter, Spotify, Facebook, Instagram, YouTube and TikTok, as well as an influencers strategy to enhance and spread the message.

Hernán Cerdeiro from AnyGivenDay, commented:

“Having a clear consumer insight, we realized that what we had to do in the campaign was to communicate the sensation the product creates when you taste it. And we did so, but in a very peculiar way, since this consumer is always open to more challenging communication. This allowed us to develop the content with a transmedia strategy and to build storytelling by relying on a very extensive mix of media, from TV to Twitch and TikTok.”

 

Mariano Duhalde added:

“Intense and spicy flavors are a rising trend. The new generations, with a bolder attitude towards life, seek experiences and dare to taste and feel different sensations, much more in line with their lifestyle. And Flamin' Hot comes to fill that space, it comes to give them that exit they are needing, and more so now after a long and complex year.”

 

The Flamin' Hot portfolio is a combination of chili and lime flavors. It is available in snacks from the brands Doritos, Lay's, Cheetos, Ruffles, Mani-Moto, Margarita and Maniax, and it aims to become the tastiest spicy snack on the market.