The idea brings back the movie star and Mexican wrestling legend, "El Santo" from the 80s and combines it with one of the most successful series on Netflix, Stranger Things, in one unique event millions of fans loved.

In the 80s, "El Santo" made almost 50 movies fighting against mummies, vampires, and werewolves, but he was missing one, the bloodiest creature of all times:

The Demogorgon.

Flamin Hot and Netflix made that last fight possible in a revival that took fans by surprise.

For the premiere of the 4th season of Stranger Things, Netflix and Flamin' Hot Mexico teamed up. The promotion was a combination between one of the greatest Netflix series, and one of Mexico’s favorite’s snacks: Flamin’ hot, which as Stranger Things has a unique, intense, seductive and mysterious flavor.

One of the biggest assets in this project, besides the brand and the hit series, was the fandom and we wanted to address that.

We knew the fandom around Stranger Things was big, so we wanted to create an idea worthy of them, including a very Mexican ingredient, such as the biggest and most loved wrestler of all times.

Back in the 80s “El Santo” the Mexican wrestling legend fought against mommies, vampires and all kinds of monsters in more than 50 movies. So it only made sense to make a revival and face him against the only monster he didn't fight with:

The Demogorgon.

This is how people would become fans of the promo, just as they had done with the series and the Flamin’ hot products.

Demogorgon vs. El Santo. The most Flamin' Hot wrestling ever.

The story goes that during the 1980s, El Santo, the Mexican wrestling legend, went on an exhibition tour in the USA. But when it was his turn to fight in the small arena in the town of Hawkins, the fight took an unexpected turn. A portal to another dimension opened and a bloody creature came out of it. The recordings of the event were classified as “top secret” and never saw the light, but today, thanks to Flamin' Hot, their material was released. The official premiere took place on June 7th and the fight was revealed live on twitch and national television.

The official premiere took place on June 7th. The fight was broadcasted on live national television and Twitch by two of the most famous sports anchors in México. This idea also had a promotional side in which people participated scanning the Flamin' Hot strips inside the bags to win big prizes.

+36% increase in sales

+200 million views (most watched promotional campaign in Pepsico Mexico’s history

+20 milion interactions

+4 million US Dollars in earned media (press and user generated content)

33% engagement rate (Pepsico’s Benchmark 18%)

"El Santo" is a wrestling legend and a movie star from the 80s, famous for his almost 50 movies in which he fights against monsters like vampires, mummies, werewolves, etc. His films turned him into one of the greatest Mexican pop culture icons.