Takis
Intensity Challenge

Turning brand intensity into a playable experience — and a 26% sales lift in four weeks.

Our Contributions

  • Brand Strategy
    Creative Development
    Gaming & Creator Partnerships
    Experience Design
    Fortnite World Development
    Social Strategy
    Content Creation
    Paid Media & Amplification
    Performance Analytics & Optimization

Takis had a problem bigger than awareness. Sales were declining as inflation and price sensitivity put discretionary purchases like snacks under greater scrutiny.

Growth also meant expanding beyond Takis’ established spicy-snacker base. Takis was synonymous with heat, but its portfolio extended into flavours like Intense Nacho. The opportunity was to move the brand beyond heat into the broader territory of intensity, giving more consumers a way into the brand.

To get people choosing Takis again, we couldn't simply buy more attention. We had to earn it by finding a culturally relevant expression of intensity.

And few places understand intensity better than gaming.

For our audience, gaming wasn't just entertainment. It was social, competitive and participatory. And in Fortnite, we uncovered a powerful audience truth: difficulty doesn't discourage gamers. It motivates them.

The harder something is to accomplish, the more valuable the achievement becomes. In gaming culture, intensity is social currency.

So rather than reducing friction, as brands are usually taught to do, we increased it — creating the ultimate test of intensity in Fortnite.

We built a fully branded Fortnite island with three flavour-inspired challenges designed to be genuinely difficult.

Players had to fail, retry, compete and ultimately earn their way through. Because when success isn't guaranteed, beating the challenge becomes something worth talking about and sharing.

Then we carefully selected five creators with different audiences, gaming credentials and social footprints to bring a broader audience into the experience. Not simply because they had reach, but because they had credibility with the communities we wanted to reach.

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Instead of giving creators something to endorse, we gave them something worth playing.

Their genuine reactions, wins and failures became the content, making Takis part of gaming culture rather than an interruption.

TEASE built anticipation.
LIVE captured authentic reactions and invited communities in.
SUSTAIN turned the best moments into shareable content that kept the challenge moving.

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What started inside Fortnite travelled far beyond it.

Twitch, TikTok, Instagram and YouTube extended the challenge, while paid media amplified the content already earning attention.

Earn attention first. Amplify what works.

And it worked.

People weren't just watching. They were craving. Comments like “I want a bag” showed gameplay turning into product desire.

And ultimately, purchase.

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SCARY GOOD RESULTS

344,000+

ENGAGEMENTS
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13X expected engagement vs. investment

98%

POSITIVE SENTIMENT
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Overwhelming positive response,clear connection to intent to purchase.

6.5M+

IMPRESSIONS
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Multi-platform streaming drove value, alongside shares & mentions,
70% overdelivery

30

Total days of our campaign being live!