Doritos x Lay’s MAX | Flamin’ Hot”

Flamin’ Hot did not enter the Netherlands quietly. For the first time, PepsiCo introduced one flavour platform across four of its biggest snack brands at once: Doritos, Lay’s MAX, Cheetos and Duyvis. One recognisable purple world, built around a growing appetite for spicy snacks and designed to make Flamin’ Hot impossible to miss.

Brompton Road brought the heat directly to retail. From bold POS and oversized installations to immersive displays, the Flamin’ Hot world took over the shop floor. At Amsterdam Centraal, shoppers even had to reach through what looked like actual flames to grab a bag.

I worked across film, edit and motion design, capturing the physical activations and translating the campaign into moving content that felt just as hot on screen as it did in store.

And the heat stuck. Within the first months, more than one million Dutch households had already bought one or more Flamin’ Hot products. The launch went on to win the 2025 Shopper Marketing Award and was recognised at the 2025 Effie Awards in the Introduction category.

Turns out setting the snack aisle on fire was a pretty effective introduction.