THIS IS BEYOND HOT
Remember MIMS “This is Why I’m Hot”? For your sake, I hope you do. It slapped. Anyway, Cheetos wanted to launch their newest Flamin’ Hot flavor, Tangy Chili Fusion, in a way that resonated with Millennials. So we collaborated with one of the hottest rappers of the 2000s to show consumers this new flavor isn’t just hot, it’s Beyond Hot.
We also had a partnership with NYLON to help us create an IRL activation at Coachella. We created an immersive experience where Coachella goers could hear the song, taste the product, and feel beyond hot. MIMS also took center-stage to debut the song to hundreds of influencers, celebrities, and fans.
CREDITS
senior copywriter/lyricist: scotty mendlinger
director: roxana baldovin