Poker face
Xtra Flamin Hot
By transforming our main selling point into a public challenge, we created a novel sport, spicier poker, engaging not just consumers but professional poker players to test their composure against our Flamin’ Hot snacks.
This event was also a strategic move to connect with Gen Z through popular e-sports formats and creators on platforms like Twitch, blending advertising with entertainment.
Flamin’ Hot is a leader in spicy snacks. We leveraged this position by evolving our marketing to create more engaging, experience-based campaigns. This initiative was designed to amplify our reach and appeal, particularly among younger consumers, by integrating our product with a culturally relevant challenge enduring spice.
Disciplines
/ STRATEGY
/ GAMING INNOVATION
/ LIVE ADVERTISING
/ CONTENT
Collaborators
/ PRIMO
By transforming our main selling point into a public challenge, we created a novel sport, spicier poker, engaging not just consumers but professional poker players to test their composure against our Flamin’ Hot snacks.
Can you keep your
poker face after a
Flamin’ Hot snack?
Can you keep your
poker face after a
Flamin’ Hot snack?
This creative concept played on the literal and figurative meaning of “poker face”, making the campaign memorable and shareable, further solidifying our brand’s reputation for extreme spice.
Targeting Gen Z, known for their love of challenges and new experiences, we positioned the campaign across new and engaging platforms like Twitch and TikTok, where live reactions and authenticity are highly valued. The strategy was to make Flamin’ Hot® synonymous with extreme experiences, driving both engagement and product trials.
The campaign kicked off with a live-streamed event on Twitch, hosted by Kun Agüero, attracting millions of views. We engaged audiences through interactive content, live reactions, and challenges, encouraging viewers to participate remotely and share their experiences, thus maximizing our digital footprint and engagement.
8.5 Million Users Reached and 17 Million Organic Reach.
![](https://islarepublica.com/site/wp-content/uploads/2024/06/7-1920x1080_Mockup_Desktop.jpg)
![](https://islarepublica.com/site/wp-content/uploads/2024/06/7-1920x1080_Mockup_Mobile.jpg)
Impressions
Interactions
+7.9M
Positive
sentiment
STREAMING
VIEWS
DAYS OF
CONTENT VIEWED
+410
CLIENT
XTRA FLAMIN HOT
MAY
2024
WE CREATED MORE THAN A BRAND EXPERIENCE, A NEW WAY OF FUN, AND A NEW TWIST ON THE SPORT, CAPITALIZING ON THE RISE OF E-SPORTS AND POKER AS AN EMERGING PROFESSIONAL SPORT IN MEXICO.
CREDITS Advertiser: PepsiCo. Product: Flamin’ Hot. Agency: Isla Agency. Chief Creative Officer: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Managing Director: Victoria Clucellas. ECD: Julián Tachella, Celeste Dalairac, Mariano Gamba y Rodrigo Greco. Creative Director: Ezequiel De Luca, Nicolás Diaco. Head of Art: Alejandro Stea. Designer: Ignacio Abal. Grouper PM: Karen Cortés. Project Manager Sr.: Daniela Galindo. Head of Production: Coqui Gimenez Uriburu. Producer: Berenice Sotelo. Producer: Primo. Director: Santi Dulce. DoP: Leo Calzoni. Managing Director: Jaime Vidal. Head of Production: Omar Uscanga. Executive Producer: Trinidad Fecchino. Post Production Coordination: Ellas Post, Martha Caravantes. Edit: Miguel Colombo. Sound Design: Porta Studio, Silence Track. Color Grading: Viktor Malygin. Postproduction VFX: Johannes Bahre, Tejedor. Online: Incognita Post. Score: PapaMusic. Brand team: SVP & General Manager Savory Business Unit: Hernán Tantardini. Brand Director: Paola Hernández. Brand Manager Sr.: Javier Vyera. Sr. Coordinator: Karla Aguilar. Production by the advertiser: Salomón Levi, Melissa Hernández Veja, Hugo Tenorio, Brenda Montero. Regional Team: Diana De León, Marcela Duarte, Odette Delgado.