The Challenge
Launching a highly anticipated new flavour in an impulse-driven, low-loyalty snack category.
My Role
Creative strategy, copywriting, launch architecture, and experiential concept development across digital, influencer, and live activation layers. Responsible for shaping the scarcity-driven creative direction, influencer mechanics, and the event-based reveal system.
The Approach
Built the launch around three behavioral triggers: scarcity, challenge, and public recognition.
Instead of announcing the product, we turned access into a game by teasing availability, activating influencers through challenge-based unboxings, and transforming the reveal into a participatory spectacle. Unleash Your Intensity became both the product promise and the community call to action.
TAKIS. ANYTHING TO HAVE THEM
Building the hype: The Blue Market
Scarcity is the social currency
Teasing phases, countdown mechanics, and limited-access challenges positioned Blue Heat as something to earn, not just buy, leveraging scarcity-reward loops.
Turning influence into participation
Selly, Albert NBN, and Costi Max set the tone through challenge-driven unboxings, content takeovers, and community triggers.
Community = Co-creator
Blue-themed outfit challenges, WhatsApp sticker bundles, nano-influencer giveaways, and UGC contests made the audience part of the pre-launch narrative.
Experiential Reveal for maximum UGC
Every Takis activation is defined by intense participation.
We created a live and interactive Selfie Museum event engineered to maximize content generation as well as brand interaction.
Every mechanic forced movement: chase the clue, hit the tags, unlock the drop. When Blue Heat fell from the ceiling, it felt less like a product launch and more like a cultural drop.