Crunch alarm
BLAZIN' CRUNCHEESE
In the snack universe, cheese and crunchiness are associated with tasty, tempting and irresistible.
To launch Blazin’ Cruncheese, the new flavor platform from PepsiCo Snacks, we put the spotlight on the product’s key differentiator: crunchy, spicy cheese.
We turned it into the brand’s copyright, positioning Blazin’ Cruncheese as the first snack in the world with a crunch alarm.
Anti-theft “technology” designed to warn you against those who are tempted to steal one of yours.
Disciplines
/ BRAND STRATEGY
/ CREATIVE TERRITORY & BIG IDEA
/ CAMPAIGN DEVELOPMENT
/ DIGITAL CONTENT
/ BRAND EXPERIENCE
/ PRODUCTION MANAGEMENT
Collaborators
/ PRIMO
In the snack universe, cheese and crunchiness are associated with tasty, tempting and irresistible.
MADE WITH SPICY CHEESE AND A GREAT CRUNCH, THIS SNACK PROMISES TO MAKE SO MUCH NOISE WHEN YOU EAT IT THAT IT IS ABLE TO WARN YOU IF SOMEONE TAKES SOME.
MADE WITH SPICY
CHEESE AND A
GREAT CRUNCH,
THIS SNACK
PROMISES TO MAKE
SO MUCH NOISE
WHEN YOU EAT IT
THAT IT IS ABLE TO
WARN YOU IF
SOMEONE TAKES
SOME.
Above average engagement
Above average AFFINITY
The message “tastier spicy cheese” had
The message “the crunchiest snacks” had a
CLIENT
BLAZIN’ CRUMCHEESE
JUNE
2021
“WE FOUND THE UNIQUE COMBINATION OF INGREDIENTS THAT WILL ALLOW OUR CONSUMERS TO ENJOY A NEW EXPERIENCE THAT IS PERFECT TO BE ENJOYED WITH ALL THE SENSES” – PAOLA HERNANDEZ, MARKETING DIRECTOR AT PEPSICO MEXICO.
Advertiser: Pepsico. Product: Blazin’ Cruncheese. Chief strategy officer: Mariano Serkin. Chief creative officers: Ariel Serkin & Rodrigo Grau. Executive creative directors: Mariano Gamba & Rodrigo Greco. Creative directors: Leandro Ezquerra & Rulo León. Head of Art: Diego Correa. Head of Production: Coqui Giménez Uriburu. Producer: Clara Fusilier. Grouper Project Manager: Karen Cortés. Head of Media: Vica Clucellas. Production House: Primo México. Director: Santi Dulce. Co-Director: Guille Meza. Director of Photography: Galo Olivares. Managing Director: Jaime Vidal. Head Of Production: Omar Uscanga. Executive Producer: Odille Mondragón. Head of Art: Pastora Orozco. Costume Design: Almudena Suárez. Photo: Dan Crosby. Digital: Marco Mangas. Editor: Nico Rivas. Post-Producción: Daniela Balcazar & Nancy Bravo. Animación: Bitt Animation: Bitt. Post digital pieces: Johannes Bahre. Soundtrack: Papa Music. Sound studio, digital audio: Silence. Voiceover: Jorge Blanco. Color & Online: Urbano Clients: Blazin’ Cruncheese. Regional Team: Hernán Tantardini, Paola Carolina Hernández, Rodrigo Treviño, Lucas Garac. Client Producer: Salomón Levy, Melissa Hernández Vega & Ricardo López.