Ask

The task was to promote the launch of Tabasco’s new flavor, with the insight that consumer research showed it outperformed competitors on Tex-Mex taste. Leaning into those stats, I developed a campaign that celebrated the bold flavor in a way that stayed true to Tabasco’s fun, energetic brand—helping the product stand out and connect with flavor-seeking fans.

 

​

Result

The campaign was built around the idea of standing tall against the competition—both figuratively and literally. I brought this to life through a bold product photoshoot that showcased the bottle towering with confidence, alongside new foodservice applications that highlighted its versatility. To extend the campaign digitally, I used the brand’s signature colors and textures to bring energy and cohesion to media placements and designed a vibrant new landing page to anchor the flavor launch online.