In a bold move to disrupt the snack category and spark a cultural moment, Creative Director Jason Berry and the team at Sips & Bites transformed a universal human experience—sweating—into a symbol of pride and power. Their daring campaign for the Extra Flamin’ Hot range aimed to flip the script on the shame often associated with sweat, turning it into a statement of confidence and embracing the heat both literally and figuratively.

In this interview, we dive into the creative process behind this audacious campaign, the challenges they faced, and how they turned a "sweat mishap" into "sweat fame" with a little help from fashion, photography, and a lot of spice.

What was the brief?

To disrupt the snack category, make the Extra Flamin’ Hot range synonymous with heat and create a moment of cultural fame.

How did the initial pitch/brainstorming phase go?

The initial brainstorming phase landed on the ‘SWEAT’ territory early on. Everyone got excited by the idea of re-inventing sweat, which is normally associated with something embarrassing or unwanted, and turning it into something someone could own and flaunt.

What was the process behind ideating the concept?

When Ashley Roberts had her sweat ‘mishap’ on the red carpet and had some sweat shaming, we knew we had the perfect moment to capitalise on in order to turn her sweat shame into sweat fame.

What was the production process like?

We realised that to legitimately play with that trope, we needed a big passport into the world of fashion and style. This led us to legendary fashion photographer, Rankin. He really liked the humour and fun behind the concept and that really helped shape the campaign. We then involved a number of other partners to create the sweaty billboard and t shirts,

What was the biggest challenge during production? How did you overcome it?

The speed of delivery. We had to act fast after the Ashley Roberts moment. But our brand partners were fully on-board with the activation and the idea, along with our media partners, who quickly landed on the perfect sites for us to push out the idea.

What kit/tools/software were used to create the project?

Nothing special. It was quite an old school campaign, apart from the sweaty billboard special build. We used photography and digital film to capture the models in Rankin’s custom built studio.

What is one funny or notable thing that happened during production?

Our models all initially thought they would have no problem taking the heat of our Extra Flamin’ Hot product, but during the shoot, the spice really got to them! A lot of the imagery of the huffing and puffing is legit!

What’s the main message of this project and why does it matter?

Sweat is something everyone does, and it’s nothing to be ashamed of. In fact, quite the opposite. It’s a natural bodily function and it should be embraced with gusto. Own the sweat and enjoy spicy food. Sweat can be cool. You just need the right attitude.

How long did it take from inception to delivery?

About a week and a half to deliver the Sweaty Billboard.

Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?

72% of the UK say they’re uncomfortable with sweating. And 93% try to hide it.

How did you ensure that the concept aligned with the brand's values, goals, and target audience?

Doritos, as the lead Extra  Flamin’ Hot brand, is all about being bold and unconventional. Turning sweat into a fashion aspiration and cool accessory completely aligns with the brand’s maverick and playful approach to comms.

Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?

No, we knew right from the beginning what we had to do.

Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?

Using external partners like Grand Vision to create the sweating billboard was a real lesson in collaboration. We used their skills to determine the exact size of the pores to allow the sweat to pour down the poster and enlarged our image of Ashley Roberts to their exact specifications. This gave us the ultimate realistic wow factor.

What role did consumer research or market analysis play in shaping the concept and its execution?

We quickly sense checked some of our headline language with consumers to make sure the cause and effect of eating Extra Flamin’ Hot and sweating was understood.

Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?

No - just old school co-operation and hustle and a world class photographer and production team.

How did you ensure that the concept remained innovative and stood out in a crowded marketplace?

We focused on Ashley Roberts as the main face, due to her sweat ‘shame’ moment and knew that this would provide a great hook for PR. We then made sure to buy billboards, along with the sweaty special build, in Brick Lane, London, which has a fashionable and edgy vibe that would speak to a Gen Z and Millennial audience.

What do you hope it achieves for the brand?

We think the campaign has achieved great stand out for the trio of Extra Flamin’ Hot brands and ignited an interesting debate on the politics around sweat. And we hope, in the long run, it has made people think twice about being embarrassed by sweat.

Credit list for the work?

PepsiCo

Chief Marketing Officer  - Fernando Kahane

Brand Director - Lee-Teng Houston

Senior Marketing Manager - Rob Pothier

Brand Manager - Beth Smith

Media and Connections Planning Lead -Harry Drakes

Media and Connections Planning Manager - Aleks Sikorska

Sips&Bites

Executive Creative Director - Matt Watson

Creative Director - Jason Berry

Creative - Jon Usher

Creative - Paul Stoeter

Head of Client Services - Josh Edwards

Account Director - Sophie Morris

Producer - Sam Myers

Design Director - Ade Hopkins

Head of Strategy - Jo Delaney

Agency Business Director - Olga Sou

PS21

Executive Creative Director - Víctor Blanco

Creative Director - Victor González

Associated creative director - Jose Arroyo

Creative Team - Gema Díaz, Lara Martín, Inés Figueras

Design Team - Jaime Suárez, Julio López

Strategy Director - Sergio García

Strategy Team - Carmen Cánovas

Agency Producer - Michel De Larroque, Inés Gallego

Group Account Director - Sergio Hernández

Account Team - Lucía Bernar, Sofía Herranz

OMD

Strategist - Harry Darlington

Account Director - Amber Bray

Account Manager - Ellie Thurley

Planning Director - Tamara Gill

Grand Visual

Creative Strategist - Georgia Hamp

Photography  

Production Company: Rankin & Co

Photographer and Director: RANKIN

2nd Unit Director: Jordan Rossi

Head of Production: Chelsea Stemple

Producer: Kay Riley

Production Coordinator: Abby Rothwell

1st AD: Elaine Mackenzie

MUA: Marco Antonio

Hair Stylist: Nick Irwin

Styling: Kim Howells

Casting: Dean Goodman

Image Post Production: FTP Digital

Good Relations (PR and Communications)

Executive Director - Liam Maguire

Director - Karla Winch

Associate Director - Rebecca Stasiw

Executive Creative Director - Ben Winter

Deputy Executive Creative Director - Ollie Edwards

Associate Creative Director - Jack Patarou

Associate Creative Director - Kelly Bugg

Director, Broadcast PR - Vishal Gadhavi

Head of Broadcast - Matt Gooderick