For Flamin’ Hot Cheetos new flavor, Tangy Chili Fusion, we brought back one of the most nostalgic rappers of all time, MIMS, to put a spin on his iconic hit, This Is Why I’m Hot. In today’s world, you can’t just be one thing and especially not just hot. And our new snack is so much more than hot. So we reimagined his 2007 hit for the 2023 landscape entitled This Is Beyond Hot.

We also had a partnership with NYLON magazine who helped create an IRL experience at an invite-only Coachella after party to bring the song to life. MIMS performed the song in front of hundreds of influencers, celebrities, and Coachella goers to kick off the night while attendees experiences our Cheetos themed activation where they could hear the song and interact with the brand.

MUSIC VIDEO

SOCIAL

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CREDITS
senior copywriter/lyricist: scotty medlinger

director: roxana baldovin