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.