Porsche Canada is using hot sauce to tempt drivers to test drive its Cayenne SUV.

In its latest campaign, entitled “Cayenne Taste Drive,” Porsche and Toronto-based Angry Butterfly offered customized bottles of signature hot sauce to test drivers. In the video spot, filmed at a Cayenne pepper farm, each driver was given a Scoville rating based on their performance, which was calculated using a custom Cayenne algorithm.

In other words, the spicier their drive, the spicier their sauce.

“We always look for ways to add an unexpected element to the work,” Erin Kawalecki, partner and CCO at Angry Butterfly, tells strategy. “It always has to be rooted in a brand or product truth though, combined with a relevant cultural insight.”

The target demo for the campaign is younger, creative people who are attuned to current food trends.

In the video, Porsche took individual biometric and performance test drive data, and turned it into signature Cayenne hot sauces. The drivers were measured on a number of skills like slalom, hill climbs and braking tests, as well as their biometric data, including heart rate and facial recognition of their excitement.

To incentivize further test drives, limited edition Cayenne hot sauces were available at Porsche centres, with six versions customized to six popular Cayenne trims.

“Our entire team was excited to see this idea come to life. It’s a perfect blend of Porsche’s performance DNA combined with the Cayenne’s capabilities,” said Jenny Tran, manager of marketing communications for Porsche Canada.

Angry Butterfly became Porsche Canada’s AOR in 2023 following a strategic and creative pitch.