Paqui: The One-Chip Challenge

Paqui, a tortilla chip brand, created the One-Chip Challenge, which got consumers to eat the world's spiciest tortilla chip, in order to increase brand awareness in the US.

Campaign details

Advertiser: PaquiAgency: Olson Engage

The situation

Prior to its 2015 acquisition by SkinnyPop Popcorn parent Amplify Snack Brands, Paqui was a small, regional tortilla chip brand with better-for-you ingredients, bold flavor profiles and very little brand recognition.

As the brand planned for a national rollout that pitted it against the likes of household names like Doritos and Tostito's, the lack of brand-name recognition was a persistent challenge that needed to be addressed.

The idea

We made the world's spiciest tortilla chip, packaged it individually in a coffin-shaped box and challenged media and consumers to take...

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