TABASCO® Brand
Normalizing Hot Sauce As Dressing
To drive relevance with Gen-Z consumers, TABASCO® Brand partnered with big sister of TikTok @tinx to launch TABASCO® Brand x TINX Avocado Jalapeño Hot Sauce Dressing. Any true Tinx fan knows she’s obsessed with TABASCO® Green Jalapeño Sauce and has been putting it on her salads for years along with a call to, “normalize hot sauce as dressing.” We saw this as a perfect opportunity to help TABASCO® Brand reach younger consumers in an authentic and creative way. The limited edition, online-only product marked the legacy brand’s first-ever talent partner collaboration. Working closely with Tinx, we produced a content series from her “dressing room” to make a splash on social, announced the news via an exclusive interview with CNN, sent custom VIP mailers to 150 media and influencers and further amplified the news via a partnership with Chipotle inclusive of coupon codes for consumers and a media and influencer launch party. The dressing achieved best seller status in four different Amazon categories within its first week.
