Flamin' Hot
To grab Gen Z’s attention for the new Flamin’ Hot flavor from Lay’s, Doritos, Cheetos and Duyvis, we created a TikTok tune derived from a taste test. Content creators crafted and played the song which organically evolved into branded assets and merch. Transforming a social phenomenon into a brand movement.
Date
June 2024
Role
Creative Director
The Idea
How do you capture and describe a taste? You turn to another sense. Using sound to express the fiery yet delicious Flamin’ Hot flavor, we collaborated with content creators to develop soundbites that ultimately became a TikTok tune.
The Merch
The merch featured patches with these signature soundbites, resulting in one of Doritos’ most engaging giveaways in recent years.