Our brief was to launch Flamin’ Hot, Frito-Lay’s spiciest flavor, in Brazil.

The flavor is a smash hit across the world, but had never been released in Brazil.

In fact, Flamin’ Hot is way spicier than any other flavor Elma Chips (the Brazilian Frito-Lay subsidiary) had released in the country. So not only did we have to raise awareness about the product’s release, but we also needed to warn Brazilians about its spiciness.

To introduce Flamin’ Hot to Brazilians and show them the scale of its spiciness,

we created a special bag. The smallest bag the brand has ever manufactured, containing just 0.1 ounces. And we sent it to influencers with a warning: “DO NOT UNDERESTIMATE THIS BAG”.

Flamin’ Hot is a flavor targeted to young adults. So, we chose influencers that not only did belong to the target, but also were relevant to our target audience.

Days before Flamin’ Hot hit the shelves, the special bag was sent exclusively to these influencers across Brazil, along with a simple call to action (or playful warning): “DO NOT UNDERESTIMATE THIS BAG”.

But they did underestimate it – which led to really funny reaction videos that the influencers posted on their social media profiles and entertained their (and our) audience, while warning them about Flamin’ Hot’s spiciness.

The special bag was sent exclusively to influencers across Brazil days before Flamin’ Hot hit the shelves, in December 2020.

The influencers recorded funny reaction videos showing the tiny bag (and underestimating it), and posted them, over the course of one week, on their social media profiles.

Over the course of one week, the influencers posted their videos, racking up more than 139.7MM impressions and 167K interactions, and making pretty clear to everyone that Flamin’ Hot’s spiciness should not be underestimated.