Description
Eating while gaming is part of the ritual.
Snacks are there for every match, every win, every loss.
With Nachos Blue, we decided to take that everyday habit to the extreme.
We started from a clear attribute: Nachos Blue is seriously spicy.
A heat that doesn’t accompany the game — it interrupts it.
To prove it, we pushed literalness to the limit and exaggerated its effect, using iconic gaming objects — controllers, consoles and keyboards — as the consumption scenario. Tools designed for precision, turned into victims of the heat.
We showed them melted, corroded, damaged, as if the spice behaved like acid or fire. Not as an accident, but as an unavoidable consequence of underestimating it.
Because when the heat is real, it’s not only felt in your mouth.
It’s felt in your hands.
And it costs you the game.
There are spices you can’t play with.
This professional campaign titled 'There are spices you can’t play with.' was published in Bolivia in February, 2026. It was created for the brand: Dr. Picks, by ad agency: Icónica. This Design and Digital media campaign is related to the Confectionery, Snacks, Food, and Gaming industries and contains 3 media assets. It was submitted 1 day ago by Director Creativo : Gerardo Agreda Salazar of Icónica.
Credits
Agency: Icónica
CEO: Jose Anachuri Richter
Chief Creative Officer: Pablo Miño R.
Creative Directors: Francisco Saavedra Arana, Gerardo Ágreda Salazar
Art Directors: Marcelo Loayza
Chief Account Officer: Paula Suarez
Account Director: Gueisa Garces Espinoza
Client: Torremolinos - Dr. Picks
