UNCAPPING A BRAND PLATFORM
PUTTING OUR STAKE IN FLAVOR
Competitive hot sauce brands touted their heat levels to play to the thrill seekers who wanted a tongue-torching experience. Following our success with the major league baseball sponsorship, it was time to claim a benefit we could truly own against all others. FLAVOR. Cholula’s heritage of signature spices and peppers, along with the iconic bottle elements, led us to the natural brand anthem of Uncap Real Flavor.
TAKING OUR SHOW ON THE ROAD NATIONALLY
Despite historic increase in sales, there remained low brand awareness with consumers. No prob. We launched the new campaign to strengthen core brand benefits to knock people over the head with reasons to believe. From there we evolved to embrace the fanatical passion of our fans to inspire usage, no matter how extreme. The media flighting rolled out to digital, print, experiential, events, sponsorships and video. Now, like at Cheers, (almost) everybody knows our name.
KITCHEN-FRIENDLY WEBSITE
Spitball tossed kerosene on the previous brand site and lit a match. After reveling in the blaze, we got to work on a web experience that embodied the campaign stylings with custom chalk illustrations, inspiring recipes and original content. A unique fan portal, The Order of Cholula, was developed to reward diehard fans with special offers and free samples of our newest products.
VIEW WEBSITE
FASTEST GROWING HOT SAUCE
What is the best encore to our successful major league baseball sponsorship? How about numbers that eclipsed prior programs and closed the gap to the number two position in the category. Yeah, we did that.
“Spitball was able to identify the key brand pillars and play them into a campaign that resonated with our target audiences. They are extremely fun to partner with but also extremely dedicated and invested in the brand. They have been able to keep things fresh and pace us ahead of the competition.”
~ SHARON NEVINS
CHOLULA, DIRECTOR OF BRAND MARKETING