CHALLENGING FANS TO SURVIVE A WHOLE CAN OF PURE XTREME HEAT

To promote their new spicy Xtreme almonds, Blue Diamond challenged heat seekers across TikTok to test their taste buds by eating 28 Xtreme almonds in a row. No milk, no breaks, no excuses.

Agency: TBWA\Chiat\Day LA. CDs: Jeff O’Keefe & Bert Marrisen. ACD: Tyler Kirsch. CW: Ben Creekmore. AD: Andrew Bae.