Don’t eat Takis Blue Flame
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To mark the launch of its new Blue Flame tortilla chips, Takis has just unveiled Don’t Eat Takis Blue Flame, a national campaign created by its agency of record, Cossette. The initiative once again uses reverse psychology to stand out in the highly competitive snack market.
For more than a year, Takis has been warning Canadian consumers about its chips, which are too crunchy, too spicy and too intense to eat. Now, for a limited time, they’re also too… blue.
Along with Publicité Sauvage, Takis and Cossette created the first-ever wild postings that ooze. Passersby were more than a little surprised to realize that paint was actually dripping from them.
Online and on social media, 6- and 15-second ads depict ludicrous scenarios like getting a tongue tattoo or eating ballpoint pens to discourage consumers from trying new Takis Blue Flame. These warnings also appear in OOH and in movie theatres, and come to life on social media thanks to a Snapchat filter, Instagram stickers (which alone have already generated over 3.1 million views) and campaign-themed GIFs.
True to form, Takis decided to prank influencers on Instagram (e.g. Ray Ligaya, Massi Mahiou) and TikTok (e.g. Jayda, Eric Struk), as well as influential live streamers on Twitch (e.g. MopGarden, Kyente). The brand simply asked them to try the new flavour and send in or live stream their reaction.
