Background:
The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful way to stand out on the supermarket shelf and get people to try our new sauce.

 

Brief:
American Garden has a wide range of condiments and wanted to promote their new Habanero hot sauce to supermarket consumers in the UAE.

 

Solution:

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. In short, 'a little thing can cause a huge impact'. So, we launched a series of limited edition packaging. The packaging was bottle labels that unrolled into a long strip and told stories of minor events, blunders and mistakes that ended up having huge consequences on the world. There were 10 stories illustrated by different artists, making each bottle label distinctive & striking, and enabling the entire collection to stand out on a busy supermarket shelf.