Extra Flamin’ Hot: POD LDN ads spice to repurposed PepsiCo campaign


Pepsico has launched the campaign for its Extra Flamin’ Hot platform of super-spicy snacks, by repurposing an existing ad, using post-production skills from POD LDN.

Extra Flamin’ Hot

London-based post-production company, POD LDN, recreated the existing spot, originally shot in Mexico by Lovster, and gave it a fresh twist by adding Nelly’s famous ‘It’s getting hot in here’ soundtrack.

In a bid to be more environmentally sustainable, and avoid new shoots, Pepsico wanted to ‘upcycle’ footage to create the Extra Flamin’ Hot campaign. This is POD’s third repurposing project with Pepsico.

The tongue-tingling new products will bring an intense twist to the nation’s much-loved favourites: Doritos, Walkers MAX and Wotsits Crunchy. The brand’s first extra spicy range answers the consumer demand for intense flavours and even spicier snacks.

The spot shows just how spicy Extra Flamin’ Hot can get, as the actors try to keep their cool while eating the trio of snacks. It ends with the product trio surrounded by raging flames.

To reimagine the original footage, POD LDN used compositing, 2D and 3D animation to replace products. The post house also executed the packshot animation, and collaborated with MSE who carried out the entire edit, and GCRS on the audio work.

POD LDN worked directly with Pepsi’s in-house agency Sips & Bites on the Extra Flamin’ Hot 30-second social and digital ad (with a 20 second cut down for TV and VOD).

Breaking today 4 April, it runs for approximately four weeks across online, TV and Video on Demand and is part of a two-month marketing campaign across TV,

Social, Digital and consumer PR, with a second wave to follow later in the year.

Extra Flamin’ Hot Doritos, Walkers MAX and Wotsits Crunchy were rolled out this March.

The Flamin’ Hot platform is already a global sensation, and is Mexico’s second biggest PepsiCo brand, after Doritos.

The UK launch will also form part of a new consistent Flamin’ Hot global brand identity and voice, sitting alongside launches across Europe.