PepsiCo®, the company that owns the Flamin’ Hot® brand, puts its consumers at the center of every decision with the goal of continuing to create smiles with every sip and bite. It is thanks to its innovations, flavors, and campaigns like Save the Spicy Sauce that it seeks to offer unique and memorable experiences. This time, it does so through Flamin’ Hot®, by strengthening the connection with Mexican consumers and celebrating spiciness, an essential part of the country’s cultural identity.
Save the Spicy Sauce by Flamin’ Hot® was born from the consumer perception that salsas are less spicy. Therefore, this initiative not only responds to a cultural need, but also strengthens PepsiCo’s position as a leader in innovation in the world of spicy snacks, actively listening to its consumers.
Flamin’ Hot® is more than just a flavor; it’s also an intense, bold, and personality-filled brand that, since its arrival in Mexico in 2005, has revolutionized the way Mexicans enjoy spicy food. With a unique blend of spices and an unmistakable heat, it has become one of PepsiCo®’s most relevant platforms, expanding across 16 iconic brands, including Sabritas®, Doritos®, and Tostitos®. “Save the Spicy Sauce” is an example of how the company puts the consumer at the center of every action, connecting with different generations through intense flavors and authentic experiences,” said Daniel Díaz, Sr. Marketing Director of Flamin’ Hot®.
Recognition of the Art of Enchiladas
The Save the Spicy Sauce campaign pays tribute to spicy food as a fundamental part of national gastronomy. During this campaign, Flamin’ Hot® visited more than 20 taquerias in Mexico City to evaluate the heat of their salsas, while consumers actively participated by voting for their favorite salsa.
The Hottest Taquerias in Mexico City Receive the Flamin’ Hot® Star
As part of the Save the Spicy Sauce campaign, Flamin’ Hot® conducted an intense search for the best enchiladas in Mexico City. The brand visited more than 20 taquerias to evaluate the heat level and authenticity of their salsas, while the public also had a say: they participated by nominating and voting on the official social media channels. Flamin’ Hot®.
This experience resulted in 10 spicy categories, in which 20 outstanding taquerias were recognized and awarded the Flamin’ Hot® Star, a special badge for those who take their spicy food seriously. Below are the winners by category:
Asfalto’s Spicy Category: Hermanos Luna
Picosito Rico Category: Los Güeros de Boturini
Revelation Salsa Category: La Sirlonería
Raise the Dead Category: El Vilsito
Flamin’ Hot® Salsa Category: Tacos Tony
The New Chingón Category: Tacos Domingo
Classic and Spicy Category: Los Paisas
Queen of Hell Category: La Rosa de Oro
Uni’s Salsa Category: Tacos del Valle
Traditional Spicy Category: El Califa de León
And as the icing on the cake, the highest recognition for the most extreme flavor, the Flamin’ Hot® Apron, was awarded to La Rosa de Oro, chosen by both experts and the public for keeping the true spirit of Mexican enchiladas alive. If you want to know the locations of all these taquerias and those that participated in Salvemos el Picante, click here.
Innovation that connects with culture
For PepsiCo, innovation isn’t just about launching new products, but also about creating campaigns that connect with the cultural roots of its consumers. In this sense, Flamin’ Hot® is positioned as a constantly evolving platform that, in addition to offering intense flavors, also strengthens the identity of spicy food as an essential element on the tables of millions of Mexicans.
Source: eluniversal
