U.S. HISPANIC
PepsiCo Transforms Flamin’ Hot into an Interactive Branded Content Platform
29 de julio de 2025
Javier Vieyra, Senior Brand Manager for Flamin' Hot at PepsiCo
To meet the need for creating memorable experiences around the consumption of spicy snacks, Flamin’ Hot developed the “Ruleta” (Roulette) platform. This initiative blends flavor, entertainment, and digital participation, as explained by Javier Vieyra, Senior Brand Manager for Flamin’ Hot at PepsiCo. He also discussed how this initiative has evolved through interactive dynamics and content generated by influencers who align with the brand’s spirit.
“Flamin’ Hot Roulette stems from consumers’ interest in living more intense and memorable experiences. Through elements like spicy flavor and a blue tongue effect, the experience is reinforced as something shareable, inviting play, challenges, and discovering your luck with every bite,” Vieyra explained.
The initial edition launched in May 2024 with limited versions of Cheetos and Doritos Dinamita. In June 2025, a new version incorporated fruity flavors, maintaining the surprise factor as its central axis: “Every bite can be spicy or completely different,” he added.
“The main learning has been that when a lively and participatory experience is designed, the audience not only responds but expands it,” Vieyra said when discussing the role of content creators. He added that they “have been key allies in amplifying the Flamin’ Hot Roulette experience. They act as an authentic bridge between the brand and the digital community.”
The executive detailed that the selection of influencers focused on profiles aligned with the brand’s spirit: “We focused on those who embody the brand’s spirit, people who seek fun, intense, and unique emotions in their daily lives.”
This has enabled the generation of organic, spontaneous, and highly shareable content, which in turn boosts reach and strengthens the emotional bond with a young audience: “Their role goes beyond providing visibility; they are protagonists who live and transmit the dynamism of Roulette,” he added.
Vieyra pointed out that Roulette was conceived as an experiential platform, not a traditional campaign: “Its narrative is built on the concept of challenges, integrating uncertainty in every bite and the visual impact of the blue tongue.”
For PepsiCo, designing a participatory experience has generated an active community that shares, recreates, and continues the brand’s story.
BBDO was the creative agency that developed the concept and creativity for Roulette, being a great ally for PepsiCo in creative terms: “BBDO continues to contribute to brand and platform building through fun, memorable creatives that connect with our target market,” he concluded.
