Tabasco aims to educate consumers about its flavour-enhancing qualities

Tabasco: ad campaign seeks to reposition hot sauce
Tabasco: ad campaign seeks to reposition hot sauce

Tabasco, the hot pepper sauce, is bidding to position itself as a "flavour enhancer ", as important as salt and pepper to consumers.

The campaign, which has been devised by Spinnaker, will introduce the strapline, "Release the flavour with Tabasco", in a bid to inform consumers that it is more than just a pepper sauce.

It kicks off at the beginning of July and will run across press and online, and includes a sampling campaign. Central to the campaign will be a social media drive running across Facebook, YouTube and Twitter. It is also hoping to attract activity from food bloggers.

Marketers at Tabasco believe that consumers view Tabasco as just a hot sauce.

They are now making a concerted push to broaden its appeal, so that it will be seen as a flavour enhancer for all sorts of cooking occasions and recipes.

Louise Keohane, brand manager of Tabasco, said: "Most people have a bottle of Tabasco in the back of their cupboard. We want to liberate it and allow it to claim its rightful place next to the salt and pepper as a flavour enhancer."

Tabasco is made by the US-based McIlheney company.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands