Cholula drops a hot new remix
How do you introduce hot sauce to people who don’t like hot sauce?
Despite what the most ardent hot sauce lover will tell you, no one is born loving spicy food. It’s an acquired taste – one that starts with curiosity, and can grow into a delicious obsession. So how do you pique the interest of those who are scared of spice?
We used social listening to reveal gateway opportunities – meals or occasions where people were more open to trying hot sauce. We discovered that people were more likely to use it in the place of another condiment, such as ketchup or mayonnaise.
This was our light bulb moment. If we could convince new users to mix Cholula with an existing condiment, they could customize their experience, enabling to dial the heat up and down to suit their taste.
With this in mind, we’ve launched the “Cholula remix” campaign, showing how Cholula can be mixed with condiments to kick up the flavour of eggs, burgers, tacos, and more.
This newly-released campaign has been a real crowd pleaser, and is already introducing new hot sauce lovers to the Cholula brand.