Hot sauce isn’t often associated with pleasure. In fact, most take pride in the pain. 

So when Tabañero came to us in search of a new brand campaign and positioning, we decided to focus on all the ways it enhances your food, stimulating every sensor of your tongue. After all, an all-natural based hot sauce shouldn't mask your food. It should bring out the best in it. 

We began with a new tagline: Tabañero. The Most Pleasurable Hot Sauce.

We gave the brand an entirely new saucy tone of voice. And then, in collaboration with Foodbeast, we decided to take a more pleasurable approach to the one activity you can't do without Tabeñero—cook.