Tasali Chilli Chips — Crunch the Heat
360° Advertising & Experiential Activation Campaign
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Tasali Chilli Chips — Crunch the Heat
is a self-initiated 360° advertising campaign created to transform Tasali Chilli Chips 155g into a bold, cinematic, and highly shareable brand experience. Built around the Arabic-first campaign line “عيش حرارة القرمشة!”, the concept celebrates the thrill of chilli, the sound of crunch, and the excitement of shared reactions.
The campaign positions Tasali as more than a snack — it becomes the spark that brings people together. Every bite creates energy, surprise, laughter, and social interaction, turning an everyday product into a memorable cultural moment for Saudi and GCC audiences.
The visual direction uses fiery red tones, golden ridged chips, chilli elements, bold Arabic typography, and premium FMCG lighting. The original Tasali pack is treated as the hero across every format, from airport digital screens and outdoor billboards to social media, print, retail, and event activation spaces.
At the heart of the campaign is an immersive Tasali event activation designed for locations such as Riyadh Metro stations, malls, fan zones, and entertainment venues. Visitors can taste the product, join a Heat Challenge, capture their reaction, play Spin & Win, explore a Giant Crunch Bowl, and share their experience online.
The campaign also includes a cinematic 9-frame storyboard and a 15-second commercial film structure that follows the full consumer journey — from discovering the red activation zone to tasting, reacting, playing, sharing, and ending with a powerful Tasali hero reveal.
Overall, Crunch the Heat turns Tasali Chilli Chips into an energetic brand world built on flavour, fun, interaction, and memory. It is designed to drive awareness, product trial, engagement, social sharing, and stronger emotional connection with the brand.
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