La Chingada

Xtra Flamin Hot

Our journey began by mapping and identifying the reactions commonly exhibited by Mexican consumers when they experience the effects of Xtra Flamin’Hot products.
This is how we discovered a cultural insight:

In Mexico, when something is very spicy, people tend to use strong language. One of the most common expressions is “vete a La Chingada.” And it turns out that this place actually exists: It’s a town located in the state of Veracruz.

So, we went there with Xtra Flamin’ Hot to put the extra spicy effect to the test with the real inhabitants of the town of La Chingada.

Disciplines
/ RESEARCH
/ BRAND STRATEGY
/ CONTENT STRATEGY
/ ENTERTAINMENT
/ BRANDED CONTENT
/ LONG FORM CONTENT
/ PRODUCTION MANAGEMENT

Collaborators
/ PRIMO

Do not underestimate the extra spicy effect
of Xtra Flamin’ Hot

Do not
underestimate the
extra spicy effect
of Xtra Flamin’ Hot

Mexicans relieve the suffering they experience after trying something really spicy by cursing, “Sending others to La Chingada.”

With this content, we aimed to capture and captivate the attention of the “Sensation Seekers,” an audience segment constantly seeking intensity, whose passion for spicy flavors aligns with what Xtra Flamin’ Hot has to offer: an intense experience with a unique, seductive, and enigmatic taste, accompanied by an unparalleled level of spiciness.

That’s why we went to “La Chingada,” inviting all its inhabitants to a very spicy challenge: to try the new Xtra Flamin’ Hot, turning them into advocates for our campaign.

THE NET PROMOTER
SCORE INCREASED TO 66% Surpassing the brand benchmark by 2.4 times.

ORGANIC VIEWS

244.3M

INTERACTIONS

+390K

VIEW THROUGH
RATE

+59%

Increase in conversation volume

+36%

Increase in positive sentiment

+21%

CLIENT
XTRA FLAMIN HOT

MAY
2023

IN THE DISTRICT OF VERACRUZ, THERE IS A TOWN CALLED ‘LA CHINGADA’. SO THEY WENT THERE, TO UNDERSTAND WHY SO MANY PEOPLE WERE SENDING THEM THERE, AND

TO TEST THE EFFECT OF XTRA FLAMIN’ HOT WITH THE LOCALS.

CREDITS Advertiser: PepsiCo. Product: Xtra Flamin’ Hot Chief Creative Officer: Ariel Serkin & Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Director: Mariano Gamba & Rodrigo Greco. Creative Director: Ignacio Jimenez, Patricio Ramirez Head of Production: Coqui Gimenez Uriburu. Project Manager: Daniela Galindo. Production House: Primo Content. Director: Santi Dulce. Director of Photography: Farhad Ghaderi. Production Director: Omar Uscanga. Executive Producer: Valeria Ascencio. Asist. Executive Producer: Paula Rojas Production: Mica Urrutia. Wardrobe Stylist: Greta Forte. Makeup: Alicia Spears Sound: Israel Jiménez Post-Production Coordinator: Nancy Bravo Editor: Miguel Colombo. Color Grading: Sam Gilling SVP & General Manager Savory Business Unit: Hernán Tantardini Brand Director: Paola Hernández Brand Manager Sr.: Rodrigo Treviño Coordinator Sr.: Karla Aguilar Producer: Salomón Levi, Melissa Hernández Vega, Missael Arias