San Carlo teams up with PlayStation to launch the Dixi Cheese&Jalapeño limited edition

San Carlo presents Dixi Cheese&Jalapeño, the new limited-edition product created in collaboration with the PlayStation brand.

The star

Designed for those who love intense and surprising flavours, the new Dixi wins you over from the very first bite thanks to the unmistakable character of Jalapeño, the famous chilli pepper named after the city of Xalapa, in the heart of southern Mexico. A uniquely aromatic flavour, characterised by spicy, fresh and slightly acidic notes, meets the softness and creaminess of cheese, creating an irresistible balance. With this new product, San Carlo expands its range of snacks designed to accompany moments of conviviality, fun and sharing.

The competition

But flavour is not the only star. The launch of Dixi Cheese & Jalapeño is part of “Snack and Play – Explore the worlds of flavour”, the project that brings together the worlds of snacks and entertainment through activities designed to engage consumers at every stage of the experience. There will also be a new prize competition, running until 30 November, offering the chance to win exclusive prizes dedicated to the world of gaming, including handheld consoles and a PlayStation 5 Pro, DualSense wireless controllers, PlayStation5 and PlayStation5 Pro consoles, and PlayStation Portal remote players, turning every snack break into an opportunity for gaming and fun.

The media plan

Supporting it is a dedicated media plan, featuring a hero video designed to maximise its visibility, accompanied by an influencer marketing activity developed to bring the project to communities with the closest affinity to the worlds of gaming and entertainment. The story is also brought in-store, with dedicated materials that highlight the limited edition and the competition directly at the point of purchase.

The campaign was devised by Kiwi, the digital boutique of Be Closer, which developed the project’s strategy and creative concept, with contributions from Flu, another group boutique specialising in influencer marketing. A narrative that associates the different products in the snack range with worlds inspired by gaming, using a creative language that lives consistently across all the campaign’s touchpoints and guides consumers as they discover the competition. In addition to the concept, Kiwi created the content for San Carlo’s Instagram and TikTok channels, supported by Flu in managing the influencer marketing strategy.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.