back The Nation
client
PepsiCo
brand
Lay’s | Doritos | Cheetos
market
GCC
sector
Food & Drink
disciplines
Concept Proposal | Campaign | Shopper | Digital | Activation
Define Flamin’ Hot as a platform, and its role amongst GEN-Zers in KSA and beyond. It’s such a big objective to achieve when Flamin’ Hot has only been established on a functional level, split across multiple brands (Lay’s, Doritos, and Cheetos) with no emotional hook.
We had to define what Flamin’ Hot means to our target audience. So, what if we unite them through their love of SPICE and shift the whole perception upside down?! That’s how we turn a product into a movement, into a lifestyle, into a Nation.
THE BIRTH OF A NEW NATION
FLAMIN’ HOT IS NOT A PRODUCT, IT’S AN ATTITUDE
IT’S NOT A BRAND, IT’S A LIFESTYLE
IT’S NOT ABOUT THE BAG, IT’S ABOUT THE CRUNCH
IT’S NOT A FOLLOWER, IT’S A LEADER
IT’S NOT APOLOGETIC, IT’S BRAVE
IT’S NOT SUBTLE, IT’S IN YOUR FACE
IT’S NOT WHAT YOU SAY, IT’S WHAT YOU DO
IT’S NOT PRETENTIOUS, IT’S AUTHENTIC
WE DON’T SETTLE, WE ARE EXPERIMENTAL
WE ARE NOT THE USUAL, WE ARE THE NATION
JOIN THE NATION
We added a QR code on all the Flamin’ Hot bags. When scanned, everyone will be directed to a special microsite.
This is where they can sign up for a new ‘citizenship’ and join the Flamin’ Hot Nation.
And by doing so, they will receive The Nation’s toolkit, with The Nation’s flag, outfit, passport, and of course a lot of special deals and privileges.
EXPAND THE NATION
Our specially designed food trucks became a meeting point for our ‘citizens’ who can track their locations through Google Maps.
We also picked specific landmarks where we played our communications on gigantic digital screens marking the birth of the Flamin’ Hot Nation.
