PepsiCo Foods Canada is celebrating Leap Day this year by completing its first brand launch in more than a decade.

Havoc is the company’s latest chip brand, and it was created to offer unique combinations of textures and tastes within its products. The brand is launching across Canada today with three flavours: Fiery Lime Flavoured Rolled Tortilla Chips, Smoky Nacho Twisted Corn Chips and Bulgogi Blaze Flavoured Potato Chips.

PepsiCo Foods Canada CMO Jess Spaulding tells strategy that the brand was designed to provide products that Gen Z Canadians, from a variety of backgrounds and cultures, would respond to.

“We knew that we had to bring something to life that was inspired by some of the favourite flavours from different type of cuisines we see across Canada,” Spaulding says. “We had to have complexity and hit on multiple notes in the palette of Canadians to have a really diverse and interesting flavour that had intensity but not just straight spice.”

Upon its launch, Havoc’s marketing includes a 15-foot monolith that appeared without explanation on Nowhere Island, a small island in northern Ontario near the U.S.-Canadian border, with it opening to reveal Havoc. Leap Day was chosen as the launch day because it feels like a quadrennial glitch in the calendar, Spaulding says, adding to the chaotic nature of Havoc’s branding.

The brand’s name was inspired not just by the attempt to craft bold flavours for its products, but also by how Gen Z has grown up in the world through many chaotic world events that have occurred throughout their lives, Spaulding says.

“The amazing thing about these consumers is they remix, they reimagine different things in their life to really show their creativity, show a bit of control over the world around them. That’s really what the brand stands for,” Spaulding says.

Havoc was first teased by PepsiCo Foods with three 10-second spots that aired during this year’s Super Bowl broadcast.

PepsiCo Foods Canada is also adding a big social media push behind Havoc, by partnering with Canadian social media creators, and directing viewers to its own TikTok channel, “Channel Havoc.”

Vocabulary developed the Havoc campaign with OMD Canada handling media, Edelman Canada overseeing PR, and Shakermaker and Passionfruit working on social media.