When it's time to "Light Things Up"
Tabasco
Bringing the Tabasco heat online and in-stores
During my first, and current, post-graduation role as a Copywriter at Mosaic North America I was primarily placed on writing for one client. However, there are many opportunities for ad hoc work for other agency clients. This includes Tabasco, a McIlhenny Company, whose projects I jump on at any opportunity. Through multiple online and print projects, I have been introduced to a brand differing from my day-to-day work in the coffee world, writing bold, mouth-watering copy that encourages shoppers to light things up.
** FPO, renders completed for visualization purposes only
Understanding the audience
Although many people can brag and say they can handle a little spice, working on projects for Tabasco's commerce portfolio requires specific audience segmentation. Specifically for the Walmart Product Display Pages (PDPs), those interacting with the copy are shopping online, can vary from what stage in the shopper journey they are in and are traditional Walmart shoppers over other audiences.
Creative process
When I worked on these PDPs, I was just starting my role at Mosaic North America so the commerce world, agency ways of working and general client information were all new to me. Because of that, after briefings and building a timeline for each Tabasco sauce I would be writing for, I did thorough brand research to understand the tone and voice of Tabasco.
Miniature bottle displays
Tabasco recently entered the squeezable bottle market with a line of sauces such as Sriracha and Salsa Picante. Many Tabasco sauces such as Original Red can be found in miniature glass bottles in stores, at restaurants and in airport lounges. To further excite shoppers and lean into the increasingly trending miniature and travel sized products popping up across multiple industries, Tabasco launched some of their squeezable line in two ounce bottles. This launch required a correlating display case that would be sold into multiple stores, requiring retailer agnostic copy that would catch attention of aisle-jumping shoppers.
We created three unique iterations for our client, each of which addressed the sauce vessel and three flavors generally. For the header, the first piece of content shoppers will engage with, my process was to reference the size with one term and the taste experience with the other or allow the taste appeal imagery to balance any notions towards the bottle size.
** FPO, renders completed for visualization purposes only