With creativity from Isla Ciudad de México, Xtra Flamin’Hot presents its new advertising campaign: La Chingada. After identifying some of the reactions that consumers commonly have when feeling the effect of Xtra Flamin’Hot products, they went to “La Chingada”, a town located in the state of Veracruz, where they are sent when they are enchilated with the spicy flavor of the snacks, to verify the effect that these have among the inhabitants of the area. This is how the short documentary filmed precisely in La Chingada arose, which gives continuity to the concept “Don’t underestimate the extra effect (pip) cante of Xtra Flamin’ Hot”. The action was documented by director Santiago Dulce from the production company Primo. “A little over two years ago, from Isla Ciudad de México we have been working together with Pepsico’s marketing, insights and production team, in the construction of the platform of extra spicy flavors Xtra Flamin’ Hot”, commented Rodrigo Grau and Ariel Serkin, CCOs and agency partners. And adds Mariano Serkin CSO and CEO of ISLA Ciudad de México: “In its first year, we helped position the brand as the snack with the highest level of pungency within the category, working on a highly relevant insight: the profanity that one says when testing its level of spiciness. In this second year, we’re back with a campaign that validates those hot credentials in a way that only Xtra Flamin’ Hot can.” Rodrigo Treviño, manager of the brand, and Paola Hernandez, senior director of Xtra Flamin’Hot at PepsiCo Mexico, stated: “This campaign is a continuation of our latest communication pieces, and it is a sample of how from our brands we listen to our consumers and we seek to find creative and disruptive ways to connect with them. This time we managed to reflect that connection in this piece full of authenticity and fun, with which we elevate our narrative and the pungent power of Xtra Flamin’Hot in a memorable and relevant film for our audience”.
Video here