"The Tyrant is cruel”: with this line as a basis, the Ad concept consists in the organisation of a sadistic lottery campaign, through which one customer is selected, not to be the winner, but as the sole loser of the whole game.The unlucky customer then receives a can containing some awful promotional gifts. The ad posters were set in the young people main venue.

80% of the young audience who saw the ad posters acclaimed it as "a really cruel campaign”.The purchase intention rate reached up to 90% of the audience.

Tyrant Habanero managed to keep its position as brand number one in the category of super spicy snacks.