Back in 2016, Paqui tapped into the public's love of viral challenges by introducing a chip snack so spicy, it was only sold in packets of one—now, the One Chip Challenge is making a return after much interest from fans. In a few days, Paqui's Carolina Reaper Chip will officially be released for sale again, introducing a blue corn chip covered in black Carolina Reaper seasoning.
To reintroduce the #OneChipChallenge to people in 2019, Paqui is introducing fresh new coffin-shaped packaging that plays up its contents ("one deadly black tortilla chip") and graphic branding that is more focused on the challenge aspect of trying to survive eating just one of the spicy Carolina Reaper tortilla chips.
Paqui is Reintroducing its Spicy 'One Chip Challenge' with New Packaging
Laura McQuarrie — September 11, 2019 — Marketing
References: paqui & packagingoftheworld