“For us it is always a pride when our work receives recognition of effectiveness, because that is how we like to describe ourselves, through business results,” said Carolina Bruzzone, chief strategist officer of Slap Global, referring to the gold won in the last edition of Effie Latam, thanks to the case The most Flamin’hot fight in history, for Pepsico.
“Closing the year with this award, for this project that we love, with a client that we also love, is nice, gratifying and is what the Slap and Pepsico teams deserve,” he added.
What were the keys to the case that earned you the award?
C.B.: The magic of Demogorgon versus The Saint was to connect a hit series on a global level, with something local, the biggest idol of Mexican wrestling, and combine the narrative of both in a story that could perfectly be part of the series.
Furthermore, we never underestimate the audience, on the contrary, we get on the fandom and we create extra content on the topics they like most, on the platforms where they consume quality content.
Can you briefly describe the case and what was specifically sought with this action?
C.B.: Flamin’ Hot is a family of Snacks that as a product line needed to reinforce its brand identity. Spicy is inherent to Mexican culture and is an experience that begins with intrigue, continues with suffering, until reaching enjoyment. That’s why Flamin’ Hot as a brand is all about challenges, action and mystery.
That’s why it seemed like a perfect combination to unite the brand with the launch of the fourth season of Stranger Things from our partner Netflix and create a campaign that will not only help us position Flamin Hot, but also create a engagement genuine with our target through your interests.
The most spicy fight in history was the confrontation between the Mexican wrestling legend of the ’80s, The Saint and one of the most relevant monsters of today, the Demogorgon.
How did it take place?
C.B.: The main execution was the fight between these two characters that premiered on free TV, YouTube and Twitch. The narrative of the meeting said that, during the 1980s, The Saint, went on an exhibition tour in the United States. But when it was his turn to fight in the small arena of the town of Hawkins, a portal to another dimension opened and the Demogorgon. The recordings of the event were cataloged as top secret and they never saw the light of day, until Flamin” Hot, released the material as network content for fans of Flamin” Hot, the fights and Stranger Things.
Some of the excellent results were: more than thirty-six percent of sales, more than two hundred billion views, more than twenty billion interactions and more than four billion dollars in earn media.
What forecasts do you have for 2024?
Maxi Itzkoff: Entertainment is today the only permeable format to convey a message to an audience. In that sense, Slap has been working on this path since its beginnings and by 2024 we will be going even further through different alliances with partners global companies with whom we are already working on really great and entertaining things.
What projects are you currently working on?
M.I.: We are working on several very challenging regional and global projects and entering new categories that we had not yet had the chance to explore.
2024-01-18 04:04:40
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