Paqui's One Chip Challenge
The brand that I wanted to know more about was Paqui. This is a chip brand that makes only spicy tortillas chip flavors. Since 2016, their “claim to fame” is that they have been making extremely hot chips that are released annually for a limited time.
2020 2021
These hot chips are for the company’s social media challenge - “one chip challenge.” The challenge is for people to eat one "deadly" chip and see how long they last without water, milk, etc. The company promotes this challenge with a hashtag. If you go to #onechipchallenge on TikTok, there are over a billion videos. Furthermore, this challenge is popular and gets millions of views on TikTok and YouTube. Judging by the views and nice comments these videos receive, the trend seems well-liked. The official Paqui account on TikTok, which has 359.4k followers, tries to post entertaining videos of people advertising the trend by partaking in it to attract others into doing it too. I also like how the account responds to other people’s comments.
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I found out about this challenge on TikTok and thought it was entertaining. I like spicy food and am curious about how well I would do if I tried the "one chip challenge." I was also curious how this company does so well.
Each box for this challenge is shaped like a coffin and contains only one very hot chip inside. This year, Paqui has made their newest chip have a blue dye in it that makes people’s tongues blue. According to the company’s website, the chip is “straight-from-hell.” They even have a YouTube video promoting their challenge on their website, as well. The chip contains peppers I never heard of, such as reaper and scorpion pepper. You can buy these chips on the company’s official website, Amazon and Walmart.
Of course, these chips are intended to be for food challenge purposes only. Some of the videos on Paqui’s official TikTok account have warnings about the challenge being dangerous. I think the company’s value proposition is that the chips are supposed to be spicy, challenging, yet fun to eat.
Some people even dare themselves to eat more than one chip. I saw a TikTok by @Simonmetin who ate four of them and tried to attempt the challenge. He was shaking for most of the time and lasted 11 minutes before eating a lot of ice cream.
In my opinion, the chip challenge seems fun, but potentially "deadly" because they say only people
who are 18 and older should eat this. The article "Health concerns from popular 'one chip challenge' prompt warning," by KSTP.com also worries about the dangers in consuming the hot chip and how underage teens are partaking the chip challenge.
There is even a 16.5 million viewed video by @angela_b157 of her going to the hospital after taking on the “one chip challenge.” Many comments on her TikTok had bad experiences too. Furthermore, the chips are only sold in America and Canada.
If you are sensitive to spicy food, do not try this. Although, I understand that this trend is supposed to be fun and risky. Furthermore, I think their target audience (niche audience) is people who are curious risk-takers and do it for entertainment.
I think these annual one chips would sell better if they looked more appetizing. I have not seen anything about them tasting good or bad. If I were the owner of this product, I would try to make the chips be delicious. That way, taste buds can taste something good while they are burning. Moreover, they also cost $20 on Amazon, which is a lot for only one chip. With that said, I would try this new hot chip, but it seems hard to get and is expensive for only one chip. However, I think it is smart to make this a yearly trend, available for a limited time, making them seem more desirable.
These annual “one chips” are very creative, authentic and unique from other chips. I
have never seen a chip brand take spiciness to the next level. I also like how people
are sharing their experiences and stories with the “one chip challenge” on social media. I learned that companies can use challenges for their consumers as a marketing strategy.
Sources:
https://shop.paqui.com/collections/frontpage/products/one-chip-challenge
https://www.tiktok.com/tag/onechipchallenge?lang=en
https://www.tiktok.com/@angela_b157/video/7142003318150237486
https://paqui.com/onechipchallenge/
https://www.amazon.com/Paqui-Carolina-Madness-Challenge-Tortilla/dp/B01M748NRN
https://www.iburn.com/One-Chip-Challenge-p/2020-one-chip-challenge.htm
https://www.tiktok.com/@paquichips/video/7153370703557938478
https://kstp.com/kstp-news/top-news/health-concerns-from-popular-one-chip-challenge-prompt-warnings/
https://cafemom.com/news/one-chip-challenge-is-getting-banned-in-schools
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