Xtra Flamin Hot
La Chingada
Xtra Flamin’ Hot turns “go to La Chingada” into a real campaign about its extreme heat.
Food & Beverage
B2C
Global Consumer Brand
Xtra Flamin’ Hot built its positioning around a clear insight: when people experience its extreme heat, their reactions are spontaneous and unfiltered. In Mexico, one of the most common expressions people say in that moment is telling someone to “go to La Chingada”.
Starting from that cultural reaction, we took the idea literally. We discovered that there is actually a town called La Chingada in Veracruz, and traveled there to document the real effect of Xtra Flamin’ Hot, creating a long-form branded content film and multiple social media pieces.
