PepsiCo’s Flamin’ Hot range has launched a “fiery challenge” in partnership with Netflix’s popular Squid Game series.
Doritos and Walkers MAX have introduced limited-edition ‘Flamin’ Hot or Not?’ packs – a game where 1 in every 4 crisps, pack a Flamin’ Hot flavour punch. Rolling out across the grocery channel this month, the limited-edition packs will be available in two flavours: Doritos Chilli Heatwave & Flamin’ Hot (163g) and Walkers MAX Sticky BBQ & Flamin’ Hot (130g).
The collaboration taps into the debut of the upcoming third and final season and aims to attract younger shoppers who crave adventurous, playful food experiences. The demand for spicy flavours is growing, with more than a quarter (26%) of British consumers enjoying spicy food. A recent consumer survey from PepsiCo also revealed that nearly half (48%) enjoy taking on a spicy food challenge, while 43% find it entertaining to watch others struggle with food that’s too hot to handle. The Flamin’ Hot or Not? concept draws on this growing appetite for spicy flavours and the humorous reaction to spicy food.
The packaging and concept are designed to stand out on shelves, encouraging impulse purchases and repeat sales. Moreover, the sharing pack sizes are expected to encourage shoppers to take on the challenge with their friends and family.
Rob Pothier, Head of Marketing, Portfolio Campaigns at PepsiCo, said: “With summer approaching, this is the perfect time to launch a collaboration between Squid Game 3 and our Flamin’ Hot range, as we look to make social gatherings even hotter. Now shoppers can enjoy the same thrill and unpredictability they love in the Squid Game series – only this time, through flavour.
“By tapping into the global appeal of Squid Game and the rapid growth of the spicy segment within the savoury snacks category, we’re helping retailers drive impulse sales and engage a new generation of consumers eager to explore new and spicy flavours.”
The launch is backed by a 360° campaign, including disruptive in-store activations, events, and above-the-line media. The non-HFSS, limited-edition packs will be available for a period of eight weeks.
The Doritos Chilli Heatwave & Flamin’ Hot (163g) and Walkers MAX Sticky BBQ & Flamin’ Hot (130g) packs are priced from £2.25 RRP.
