Tabasco Green Jalapeño Sauce
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.
Guerilla (left)
Displayed in the bike lanes of major cities.
Experiential (right)
A food stand displaying an over-priced vegan, a cheap non-vegetarian food option, or Paella (Tabasco-recommended) to pair with the sauce.
Interactive
Out of Home
Out of Home
Interactive (left)
Social (right)
Art direction: Keaira Williams
Copywriting: Preston Sarnecki