Light Things Up – Tabasco

TABASCO® recently introduced a new brand positioning, communications strategy, and visual branding system aimed at GenNOW consumers. This refreshed approach underscores TABASCO® as a legendary hot sauce that uniquely energizes food. To amplify this new brand identity, TABASCO®’s global strategy leverages paid media and collaborations with popular food KOLs.

Recognizing the dynamic digital landscape in China, TABASCO® was seeking an efficient, targeted method to engage their audience. The strategic and creative proposal aimed to adapt and implement TABASCO®’s new strategy and brand assets across all relevant consumer touchpoints in China, including social commerce channels, paid social, influencer partnerships, PR, and other awareness-building tactics.

We worked with TABASCO® to initiate their China brand localization and social commerce activation, focusing on adapting its brand messaging and visual identity to resonate with Chinese consumers while leveraging influencer marketing and key social media platforms. Collaborating with popular Chinese foodie KOLs, the strategy involves creating engaging content such as recipes and cooking demonstrations, and establishing a strong presence on platforms like Weibo, WeChat, Douyin, and Xiaohongshu.

Targeted paid social media campaigns and interactive formats, including live streaming and short videos, aim to drive user engagement. Integrating social commerce features, the campaign facilitates seamless purchasing experiences with direct links and exclusive offers. Complemented by PR efforts to generate buzz and media coverage, the initiative aims to increase brand awareness, enhance TABASCO®’s perception, and boost sales among GenNOW consumers in China.