Xtra Flamin’ Hot Visits 'La Chingada' to Test Xtra Spicy Effect of its Snacks

The brand Xtra Flamin’Hot, together with Isla Mexico City agency, takes another step toward the confirmation of the high pungency level of their line of snacks, giving continuity for a second year to the concept 'Do not underestimate the extra Spicy effect of Xtra Flamin’ Hot'.

After identifying some of the reactions that consumers usually have when they feel the effect of the Xtra Flamin’Hot products, they decided to do as they were told in one of the responses, in a literal, fun and original way. Thus, they went to 'La Chingada', which is precisely where people are told to go in Mexico when they taste the spicy flavour of Xtra Flamin’ Hot.

It just so happens that in the district of Veracruz there is actually a village called 'La Chingada'. So there they went, to understand why so many people sent them there, and to test the effect of Xtra Flamin’Hot with the locals.

The action was shot by director Santiago Dulce, from Primo Productions. All the material became a branded content in long format and several social media pieces. 

“Isla Mexico City has worked for over two years with the company’s Marketing, Insights and Production Departments, in the construction of Xtra Flamin’ Hot’s platform of Extra Spicy flavours.

During the first year, we helped position the brand as the snacks with the highest pungency level within their category, working on a very relevant insight: the curse words people say when they test their level of spiciness. And during this second year, we returned with a campaign that ratifies those spiciness credentials in a way in which only Xtra Flamin’ Hot can do it”, Rodrigo Grau and Ariel Serkin, Isla’s CCO and partners, said.

“This campaign is a continuation of our latest communication pieces, and it shows the way in which, together with our brands, we listen to consumers and seek creative and disruptive ways to connect with them. In this occasion, we managed to show that connection in this authentic and fun piece that elevates our narrative and the pungency power of Xtra Flamin’Hot in a memorable film that is relevant to our audiences”, Rodrigo Treviño, brand manager, and Paola Hernandez, senior director of Xtra Flamin’Hot for PepsiCo Mexico, said.

“This was, undoubtedly, one of the campaigns we enjoyed the most in our careers. Not only because we are so excited about working with our friends from the brand and with Santi Dulce, but also because the people from La Chingada expressed how much they loved the idea. They were very warm with all of us and that made us so proud. An amazing experience. And we feel that the result reflects it”, Mariano Gamba y Rodrigo Greco, executive creative directors, added.