We had to launch the Xxtra Flamin' Hot Cheetos. The Hottest Cheetos and probably Frito-Lay's hottest product at the time. When doing this, we faced a very tough challenge, telling the Hispanic community, and especially the Mexican segment, that this product was hot for real.
Could they believe this?
No food is hot or spicy enough. Part of being a macho is dealing with hot, spicy food. But what seemed to be our toughest opposition ended up being our strongest insight: "challenge the macho every Mexican has inside". And so we did with a series of OOH that included nothing but simple, coloquial lines, that challenged the Macho-within and the word MACHEETO which sounds in Spanish like MACHITO, the diminutive for MACHO.