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Cholula Hot Sauce
Submitted by mgriff21 on Wed, 2008-05-14 11:29.
TAG: "Now that's a hot sauce."
Michael Griffith Advertising Design
www.mgadvertisingdesign.blogspot.com
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Seems interesting but can you elaborate on your concept? That guy, for instance, isn't the woman depicted in the logo right?
it's actually a man in the package. But yes, the figure is suppose to coming out from the package becuase it's so hot.
I think you can have way more fun with it. Maybe his shirt is singed from the back? I think the first is the best right now. The others seem a bit forced and contrived. This can be a really funny campaign.
No shit, hot sauce is hot. Wow. So why is this product any better than the tabasco ads that touts the exact same proposition?
Ask people who use the product why they do and why they prefer it over other hot sauces. This ad has ZERO insight. It's like doing an ad for a Ferrari and saying it's a fast car.
Do some homework and keep working
Good is the enemy of great.
Sometimes, with parody products the objective is to entertaining in a way that's original. The ads content ends up being the unique quality that separates it from the competition. But, maybe there is something tangible about this sauce that's different from others?
No offense my friend but I totally disagree and to be honest your reply sounds more like an excuse for under-thinking.
Even toothpastes can differentiate themselves from one another. Hence, flavor stripes, baking soda, hydrogen peroxide, etc, etc... and even soaps; Ivory's 99 and 44 - 100% pure anyone? Dove soap with moisturizing cream in it? Lava the original pumice soap?
Replace the bottle and logo and these could be ads for any hot sauce. That is the problem. These are neither entertaining or original, only parody.
Good is the enemy of great.
No offense taken. And no excuses being made especially considering that these aren't my ads. But the truth is some of the best advertising is parody. Nike, "Just Do It" could've easily been for Reebok or Addidas but Nike claimed that territory first. I'll step out on a limp and say that campaign did o.k. for Nike. Sometimes, there really is no consumer-relevant difference. When there is, such as in the examples you pointed out, you should feature it. I agree that these aren't earth shattering but you're mistaken if you think there's always a distinct feature worth focusing a concept on. And to be honest with you, your whole perspective is a reflection of you "under-thinking" the advertising landscape of certain products.
I don't think you understand what you're saying.
Nike is not parody, are you trying to say that Adidas and Reebok are also using the position of "Just do it"? That's like saying Mercedes Benz and BMW are parody. And by the way they are not. M-B positions themselves as the car that is "Engineered like no other car in the world" and BMW is the "Ultimate Driving Machine". Similar cars two very different positions. That is what Rosser Reeves called the "Unique Selling Proposition." Look it up.
If you don't believe that good advertising focuses on a unique selling proposition to differentiate the benefits of that product over it's competition, you are certainly the one who is mistaken. Tell me, because I have to wonder, if you are not selling unique ideas that separate your clients products and services from the masses what benefit does your shop gives to it's clients?
Good is the enemy of great.
Do you read comments in their entirety before you reply? The point is when Nike started out it wasn't really a distinguishable product when compared to Addidas or Reebok. Therefore, the campaigns weren't about Nike providing a unique feature or benefit but rather owning an original and culturally relevant message. Reebok could've said the same. Addidas could've said the same. But Nike planted their flag first. That's what Wieden offered Phil Knight. And that is what their ever growing target audience has embraced ever since. Comprendé Mr. Creative Director? If not, maybe you should pick up a copy of Luke Sullivans, Hey Whipple Squeeze This. Don't worry it's an easy read. And for the record, as I mentioned in my previous reply, I do believe good advertising focuses on USP's. But when you're clients product is identical to its competitors in terms of benefit you're left with branding as a means of differentiating. In conclusion, Lakers will win this years NBA title.
Good luck to you.
Good is the enemy of great.
The foundation of the idea is good, in my opinion, but it's just kinda boring right now... I mean there's something about the little guy running but... you know what, I just looked at it again and no. It doesn't work man. Out of the three... the first one is first thought: Look for water. Every fucking hot sauce looks for water... it's old. The second one is... I don't know. So he's running away from it? Ummmmm not working for me.
The third one is the one that works the best for me... It is not there, but it has some promise in my opinion. It's a different way to look at it. I've seen "fire/ sets it on fire" but not "cooks something with it"... at least not thought out properly. Keep thinking about it and it might work... Think of the different ways you cook/ where you cook/ how they used to cook back in the day/ what you use or can use to cook...
This is coming from a Mexican, so I should know Cholula/ hot sauce.
...
No need for the product shot on bottom right. No need for line. First ad is ok. Other two are forced. Improve art direction. Too many things visible in background. Focus a bit more on your things. Btw, good idea.