Brand Challenge

Celebrating 50+ years in stores, Hot Tamales had to fire up their image for the 21st century and introduce a spicier candy formula. Our goal was to add the brand sizzle needed to compete in the crammed candy category.

Compelling Results

• To connect with an older teen target, we created a signature, mischievous fireball character who exudes attitude
• To convey the brand experience, on-fire graphics and extreme typography communicate taste intensity and “just for fun” occasion