The Challenge
In case you haven’t been to the grocery store lately, there are a lot of different hot sauces to choose from. It can be hard to stand out from the crowd, let alone convince die-hard fans of a particular brand to switch. How to present underdog Texas Pete in a way that would give it a fighting chance?
The Solution
Emphasize that it’s a Texan hot sauce. Of course, some of it was poking fun at the brand name itself, but the point was also made in earnest: a Texan hot sauce has a different blend of spices than its standard Mexican competitors, and can be used on a wider variety of foods, turning common meals into new experiences.
