Porsche Canada came up with a fun new way to encourage test drives by leaning into the spicy nature of its Cayenne model.

“Cayenne Taste Drive,” developed by agency Angry Butterfly, was an experiential event in which Porsche measured the biometric data of test drivers, and then ran that data through an algorithm to produce personalized bottles of hot sauce. Each driver’s performance was given a Scoville rating—which usually measures the spiciness of chili peppers. The resulting individual hot sauces represent what Angry Butterfly called “data taste-ualization.”

Further immersing consumers in the idea, the test drives took place on a Cayenne pepper farm. Limited-edition Cayenne hot sauces were available at Porsche dealerships, with six versions customized to six Cayenne trims. 

“Our entire team was excited to see this idea come to life,” said Jenny Tran, manager of marketing communications at Porsche Canada. “It’s a perfect blend of Porsche’s performance DNA combined with the Cayenne’s capabilities. Our agency partners really came together to create a one-of-a-kind experience that transitions perfectly to encourage test drives.”

Also read: Angry Butterfly embraces the unconventional (2024 Small Agency Awards)

Erin Kawalecki, chief creative officer at Angry Butterfly, said the biggest challenge of the project was handling all the moving parts—“the right exercises, the right drivers, the right measurement tools, the right location, the individualized bottled and recipes, and doing it all in real time, on the day of the test drive.”

The remarkable vehicle deserved a remarkable and novel test-drive experience, she added.

“We leaned into the name in order to express not only the impressive new features and performance, which are pretty ‘spicy,’ but to convey the feeling this car gives you when you drive it—something that’s harder to demonstrate,” Kawalecki said.

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