Tabasco Pepper Sauce: #notaste #addtaste

June 10, 2014Filed under Media, Direct Marketing, Online and Food
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For every #notaste Tabasco couldn’t resist to #addtaste Tabasco® wants to step away from its hot image. The legendary pepper sauce now wants to put more focus on its wide range of flavors. The message: Tabasco® adds taste.

Tabasco® can only add taste when there’s a lack of taste. And if there is one place where people complain about the lack of taste they experience, it’s Twitter. So Tabasco® made it its mission on Twitter to add some taste in a world that sometimes lacks some.

With the help of BBDO Belgium, Tabasco® had a social media team at the ready to respond to every #notaste with a deceivingly simple #addtaste. They engaged in conversations about the lack of taste – food-related or not – and flavored them up. Resulting in one-to-one tweeted ads. Like when everybody complained about the tasteless Vogue cover of Kim and Kanye for instance, the pepper sauce couldn’t resist to react with a ‘tasteful’ Vogue cover spoof. Tabasco® surprised people when they least expected it.

And people like it, helping Tabasco® to actively spread the message that Tabasco® adds taste.

Advertising Agency:BBDO, Brussels, Belgium
Creative Director:Sebastien De Valck
Art Director:Klaartje Galle
Copywriter:Régine Smetz
Social Media Team:Jutta Callebaut, Sofie Willems, Sina Hug, Reine Driesen
Account team:Kris Van Den Brandt, Annouck Hendrickx, Julie Bogaerts
Account Tabasco:Inneke Debuck
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