Hot Couture

Brits love spicy foods and snacks. But they don’t love sweating. Many feel uncomfortable with sweat and 1 in 4 people have been sweat shamed. Unfortunately, our new Extra Flamin’ Hot range makes people sweat, a lot. But we want our fans to feel free to sweat, so we designed Hot Couture to tackle the issue and change the negative perception of sweat. After drawing attention to sweat shaming with an impactful PR stunt, we parodied fashion tropes and created an integrated campaign that featured glamorous models all profusely sweating but owning it. Rather than advertise spicy snacks with the hackneyed metaphors of fire and cliche flavour cues, we made the body’s natural reaction to spice the star of the show and made perspiration stylish and aspirational. This iconic, witty campaign changed the rules of snack advertising, drove exceptional sales and created a cultural moment.