Case Study: PepsiCo turns sweat shame into sweat fame with Good Relations

PepsiCo launches Extra Flamin' Hot with Good Relations and reaches 1.84 billion OTS

PepsiCo challenged Good Relations PR to launch its new Extra Flamin' Hot snack flavor into the culture. The product was so spicy it stimulated sweat, and the goal was to turn this potential negative into a positive brand statement.

Good Relations orchestrated a campaign that began by creating "sweat shame" buzz with celebrity Ashley Roberts on a red carpet. They then pivoted to celebrate sweat as a beauty trend, naming her the face of the brand and sparking a national debate. The campaign culminated with a unique "sweating billboard" installation created with photographer Rankin. The results were significant, achieving 1.84 billion opportunities-to-see, 1 broadcast minute of coverage, and widespread media and social engagement.

PepsiCo