When Old El Paso launched their Hot ’n’ Spicy Taco Kit, they wanted a PR piece that packed a punch. Flourish delivered a fiery concept—literally—with a custom sleeve that triggered a fire-engine siren as the product was revealed. By tapping into the sense of sound, we created a fun, unexpected unboxing moment that made media (and consumers) sit up and take notice.

Objective

To support the PR launch of Old El Paso’s Hot ’n’ Spicy Taco Kit, we were asked to create a standout pack that would ignite curiosity—literally. The idea? As the kit was pulled from its outer sleeve, a fire engine siren would sound, highlighting the spicy heat and triggering one of the five senses: sound.

Solution

Flourish designed a custom sleeve to snugly fit the (then unreleased) retail pack, incorporating a weight-activated sound chip in the base that would trigger on removal. Despite a low volume of just 110 units, we sourced a cost-effective, fast-turnaround solution.

Outcome

Delivered in just 3 weeks, the result was a memorable PR piece that made a noise—literally and figuratively. It became a hit with media and sales teams alike, with strong engagement and pass-along impact thanks to its playful, share-worthy design.