josh paialii

product creation, print, ooh, content

Tabañero Hot Sauce

Gold - ADDY, Cinematography
Silver - ADDY, Collateral
Bronze - ADDY, Branded Campaign

Hot sauce isn’t often associated with pleasure. In fact, most take pride in the pain. 

So when Tabañero came to us in search of a new brand campaign and positioning, we decided to focus on all the ways it enhances your food, stimulating every sensor of your tongue. After all, an all-natural based hot sauce shouldn't mask your food. It should bring out the best in it. 

We began with a new tagline: Tabañero. The Most Pleasurable Hot Sauce.

We gave the brand an entirely new saucy tone of voice. And then, in collaboration with Foodbeast, we decided to take a more pleasurable approach to the one activity you can't do without Tabeñero—cook. 

The Tabasutra

This signature cookbook features a variety of ways that Tabañero Hot Sauce can stimulate and enhance any cuisine—as a simple garnish, a hearty base, as an active ingredient or a sloppy topper. Each recipe was not only inspired by the versatility in dishes, but all the different hand position in which you can hold the bottle. 

Partnering with Foodbeast, we created a series of cooking videos that demonstrated the perfect way to pleasure your dish. These videos were featured on The Huffington Post, Foodbeast.com and each of our chef's social channels.

We also created OOH boards that would introduce the world to Tabañero's all-natural ingredients and all new tone of voice. 

Role: CD

Team: Amy Matheu (Sr. AD), Scott Clark (CD), Linda Ehrke (Producer)

Agency: Pitch