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Pizza Patrón capitalizes on study linking spicy foods to higher testosterone, better sex

Pizza Patrón launched its 'add jalapeños' campaign, LLORAR Y LLORAR, named after a song by Mexican singer Vicente Fernandez.

February 19, 2015

Pizza Patrón launched its 'add jalapeños' campaign, LLORAR Y LLORAR, named after a song by Mexican singer Vicente Fernandez. The title translates to 'Cry and Cry Again.'

The campaign encourages customers to add jalapeños to a pizza for $0.99. The company sited a recent study in its press release published by Time Magazine that linked love of spicy foods to higher testosterone levels in men and better sexual performance. The company launched the campaign on Valentine's Day.

"Pizza Patrón already goes through a lot of jalapeños each week," said Andrew Gamm, brand director for Pizza Patrón, in a statement. "Even so, we have dedicated a significant portion of our store lobbies to display the series of campaign posters featuring very colloquial headlines designed to heighten customer awareness of our 'add jalapeños' option."

Campaign posters feature men and women crying with headlines that ask "'Are you crying because...' they cancelled your favorite novella, it was terrible call on the field, your girlfriend caught you on Snapchat -- or -- because you added jalapeños to your pizza."