I just came across a very good commercial that Tabasco (the good ole’ hot sauce) released in late 2009. It caught my attention for a few reasons, though one in particular stands out.

The commercial shows a closeup of Tabasco being splashed on a slice of pepperoni pizza then the slices of pepperoni begin talking/singing. Mi oh my! They say:

“it’s a magical concoction that’s more than just heat. Tabasco blends with cheese and all your toppings and meat.. Shake, shake, shake, shake. Others mask the flavor (something something…. did anyone catch this part? I know I didn’t)… Make sure you try Tabasco on your pizza real soon.”

After the pizza serenade, a picture of a Tabasco bottle is displayed and and slices sing “so much more than hot.” Ahh! More than hot sauce. I, along with many others, never thought of Tabasco as anything more than a spicy addition, so this is a smart marketing campaign.With this television commercial, Tabasco is positioning itself as not only a hot sauce, but a sauce of flavor, which will improve the taste of pizza and other dishes. I foresee more commercials in the future, which focus on other foods Tabasco can be paired with.

Sincerely,
Aaron Schoenberger
The Brainchild Group

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