Heat sweats. Hot or not? When PepsiCo launched extremely spicy Extra Flamin’ Hot snacks to the UK, it was time to reframe sweat from a source of shame to a symbol of fame.
Cue an orchestrated paparazzi moment: celebrity Ashley Roberts wore visible sweat patches to a film premiere. When tabloids shamed her, we hit back with a high-fashion, sweaty photoshoot by RANKIN and a giant sweating billboard.
The result? 1.9 billion OTS and the first month’s sales target tripled.
The impact
71mins
broadcast coverage
625
pieces of coverage
1.9B
OTS
