Hot Couture

Client: Extra Flamin' Hot/Pepsico

Our revolutionary launch for Pepsico's new flavour platform, Extra Flamin' Hot not only helped it smash its sales targets and our PR KPIs but it propelled it to become F&B Product of the Year. To do this we had to set a carefully planned trap that the media fell right into. We convinced Ashley Roberts to attend the Alien Romulus premiere sporting sweaty armpits in her glamorous dress - the media took the bait, sweat shamed her and gave us the perfect opportunity to open up a debate about sweat shaming and launch the deliciously spicy new product to the UK.