The Heat Within – Tabasco

On International Women’s Day 2024, WPIC helped TABASCO launch 8 attitude posters on its official Douyin account, inviting women to share their stories and celebrate individuality.

The response was candid and moving. Some spoke of promotions or new homes, others of quitting unfulfilling jobs or learning to ease anxiety. Together, their voices painted a portrait of modern women defining success on their own terms. The campaign strengthened TABASCO’s warm, relatable image and deepened its connection with users.

The tagline “TA酱说” blended “ta,” meaning “her,” with “TABASCO,” capturing the spirit of empowerment and self-expression.