With the new McSpicy®, McDonald’s launched its spiciest burger ever in 2025.
The problem? McDonald’s had often claimed its products were spicy – but they never really were. The result: fans started poking fun at McDonald’s “non-spicy” spicy products. To prove that the McSpicy® is genuinely hot, we embraced the motto “Tears don’t lie” and focused entirely on the physical reactions it can trigger – especially the spicy tears.

Then came the ultimate proof: we had Danny Trejo, Hollywood’s toughest guy, try the new McSpicy®. A man with Mexican roots, accustomed to spicy food, and someone no one had ever seen cry. Until now! With the new McSpicy®, we managed to draw his first-ever tear. This unique piece of Hollywood history was captured, preserved in a high-quality flacon, and auctioned off to benefit the McDonald’s Kinderhilfe Foundation.