PepsiCo’s Flamin’ Hot range is turning up the heat this summer with a fiery challenge in partnership with Netflix’s global sensation, Squid Game. Doritos and Walkers MAX are launching limited-edition “Flamin’ Hot or Not?” packs – a bold game where 1 in every 4 crisps, pack a Flamin’ Hot flavour punch. Rolling out across the grocery channel this June, the limited-edition packs will be available in two flavours: Doritos Chilli Heatwave & Flamin’ Hot (163g) and Walkers MAX Sticky BBQ & Flamin’ Hot (130g).
Seasons one and two of Squid Game list in Netflix’s most popular series of all-time[1]. This collaboration taps into the excitement of the upcoming third and final season and is set to attract younger shoppers who crave adventurous, playful food experiences. The demand for spicy flavours is growing with more than a quarter (26%) of Brits enjoying spicy food[2]. What’s more, a recent consumer survey from PepsiCo 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[3]. The Flamin’ Hot or Not? concept draws on this growing appetite for spicy flavours and the humorous thrill of reaction to spicy food, engaging both spice lovers and spice curious.
The packaging and concept are designed to stand out on shelves, encouraging impulse purchases and repeat sales through curiosity and social hype. Moreover, the sharing pack sizes are perfect for encouraging shoppers to take on the challenge with their friends and family, adding a fun and spicy twist to their social gatherings.
Rob Pothier, Head of Marketing, Portfolio Campaigns at PepsiCo says, “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, aiming to deliver commercial excitement for retailers while continuing to build momentum behind PepsiCo’s Flamin’ Hot brand. The non-HFSS, limited-edition packs will be available for the period of eight weeks from the beginning of June.
The Doritos Chilli Heatwave & Flamin’ Hot (163g) and Walkers MAX Sticky BBQ & Flamin’ Hot (130g) packs are priced from £2.25 RRP.
Comments are closed.