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For those who live for intense flavors and fiery experiences, spice isn’t just about heat—it’s about excitement, thrill, and a challenge to the senses. We took this truth for Knorr's Blazin' Jalapeño noodles, promising not just a meal, but a daring, spicy adventure.
For visual identity, we used lava as a metaphor for the intensity of the spice. Lava, with its molten, unstoppable energy, became the perfect visual representation of the fiery heat that the noodles deliver.
The inclusion of jalapeños bursting into flames adds to the visceral feeling of heat, further reinforcing the product’s spicy kick. The tagline “Feel the Jalapeño Burn” not only invites the audience to experience the heat but also challenges them to take on the spice.
The auditory experience was just as fiery. The soundtrack built to a crescendo, allowing viewers to not just seethe heat but feel the burn through sound. Instead of a conventional ad, this was a rap anthem that spoke directly to Gen Z, inviting them to embark on an adventurous journey of flavor and music.