Target: Adults, 18+, who aren't adventurous, don't take chances in life, and are always playing it safe. If red Tabasco sauce is a snowboarder going off-trail, down rocky mountains, the green is skiing on the bunny hill. But for this target, that's perfectly fine.

Single Most Important Thing to Say: A sauce for people who live milder lives.

Direction: Everything in the middle has its perks. Middle child, less expectations. Middle seat, you get both armrests. Middleman, hear the perspective of both sides. The middle is a great spot to be, so stay in the middle.