Integrated Advertising Campaign
Cholula Hot Sauce - Advertising Campaign
After tremendous success with its sports marketing platform, Spitball was tasked with increasing national awareness of the Cholula Hot Sauce brand. Spitball developed the strategy to focus on the unique brand benefits of a flavor-first experience along with its visual identifiers.
Cholula Hot Sauce is a brand with an extremely high affinity within their existing fan base. However overall brand awareness is low. Through consumer testing and social monitoring, Spitball found that two of the key differentiators of the brand were the delicious, authentic flavor and the iconic wooden cap which adorns every bottle. Uncap Real Flavor™ is a celebration of everything the brand stands for. The core message plays into the duality of the brand's iconic wooden cap and a call-to-action for the audience to unleash the flavors of their food like never before. Spitball created an on-trend concept using the chalkboard treatment found in trendy restaurants to communicate the essential brand benefits. The visual aesthetics act as a familiar yet versatile backdrop to the national campaign including leading print publications and digital properties, completely revamped responsive web experience, sampling, video and social elements.