Milk
FLAMIN’ HOT
We transformed the properties of milk to alleviate spiciness into a memorable and fun brand experience that allows consumers to keep enjoying Flamin’ Hot’s extra spicy snacks.
A few days before the launch, a tweet from our consumers blew up the campaign: ‘How about creating a special milk to soothe a burned palate?’. The rest went wild, spreading the idea rapidly.
We parodied the typical innocent communication of the milk category, contrasting it with a character facing the extra spicy power of Flamin’ Hot, cursing and desperately drinking a glass of milk.
Disciplines
/ STRATEGY
/ PRODUCT INNOVATION
/ RETAILTAINMENT
/ CONTENT
/ SOME
/ OOH
Collaborators
/ REBO
We transformed the properties of milk to alleviate spiciness into a memorable and fun brand experience that allows consumers to keep enjoying Flamin’ Hot’s extra spicy snacks.
¿How about creating a special milk to soothe a burned palate?
¿How about creating a special milk to soothe a burned palate?
Inspired by scientific studies claiming that milk has properties that calm the burning sensation of spiciness, we created a campaign with a touch of humor.
After observing people consuming all kinds of spicy foods, we discovered that they can’t stop eating them because they are part of the culture, so they seek antidotes to neutralize the burning, such as salt, fruits, avocados, beer, or sweets. However, it is scientifically proven that dairy products are the most effective in soothing the palate.
Thus, the strategy was to build the association between the problem and the solution that would increase the consumption of spicy snacks and milk by bringing to the communication the most used remedy by Mexicans to calm spicy sensations
70k
clicks on
e-commerce
sites
interactions
+1.1M
impressions
views+13.2M
reach
+71M
view through
rate
POSITIVE
SENTIMENT 80%
CLIENT
FLAMIN’ HOT
MAY
2024
The campaign to learn how to calm the spicy effect became a groundbreaking alliance.
The video was launched on mass digital media and adapted into consumable content to generate awareness and engagement.
CREDITS Advertiser: PepsiCo. Product: Xtra Flamin’ Hot Chief Creative Officer: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Managing Director: Victoria Clucellas. Director General Creativo: Mariano Gamba y Rodrigo Greco. Director Creativo: Nicolás Trapanese, Santiago Estévez y Matías Corbelle. Head of Art: Diego Correa. Grouper PM: Karen Cortés. Project Manager Sr.: Daniela Galindo. Head of Planning: Itzel Elorza. Planning Digital: Saray Fuentes. Head of Media: Suyin Barrios. Content: Samantha Medina. Head of Production: Coqui Gimenez Uriburu. Producer: Patricia Abelenda. Productora: Rebolución. Director: Felipe Gómez Aparicio. DF: Galo Olivares. Productor Ejecutivo: Patrick Senger, Alexandra López Torcid. Productor: Braulio Fragoso. Coordinación de Post Producción: Nathalia Rodríguez. Editor: Daniel Balleza. Mezcla de Sonido: Silence Track. Corrección de Color: Alejandra Lazcano. Postproducción/VFX: N/A. Online: Urbano Medialab. Banda: Papa Music. Responsables por anunciante: SVP & General Manager Savory Business Unit: Hernán Tantardini. Director de Marca: Paola Hernández. Brand Manager Sr.: Javier Vyera. Coordinadora Sr.: Karla Aguilar. Producción por parte del anunciante: Salomón Levi, Melissa Hernández Veja, Hugo Tenorio, Brenda Montero. Equipo Regional: Diana De León, Marcela Duarte, Odette Delgado.