2. Background Owned by McIlhenny Co. Represented by TracyLocke ad agency for quarter century Spends around $3- $5 million annually on measured media Tabasco sauce is over 140 years old Formula stayed constant through the years Most recognized and preferred pepper sauce in the world

3. Competitors Market Leaders – Tabasco – Franks Red Hot One of few evoked set hot sauces Other Competitors: Chalula Tapatio Many others

4. Marketing Strategy Reposition themselves as an ingredient rather than a topping – Bloody Mary’s – Wings Trying to rid common misconceptions with hot sauce. Highlighting other uses “So much more than hot”

5. Interactive Website Recipes – Different uses – Cooking demos – Seasonal Menu’s Sales Promotions – Free Gift Box – 25 cents off any bottle Online Store – Gifts

6. Print Advertising Use their recognizable label design to give different messages. New Campaign – Comparing old vs. new New Orleans Saints Super Bowl Champion Ads

8. TV Advertising Use humor/jingle as peripheral cues Mosquito commercial Mosquito commercial So Much More Than Hot So Much More Than Hot

9. Radio Celebrity endorser Mike Golic Mike and Mike in the morning on ESPN Recognizable voice to listeners

10. Relation to Class Trying to reposition brand Using primary media (print ads, tv ads) Used celebrity as a source Sales promotions Humor

11. Sources http://money.cnn.com/2010/03/01/smallbusiness/tabasco/ index.htm http://www.nytimes.com/2002/11/07/business/the-media- business-advertising-hot-sauces-are-battling-it-out-for- market-share.html http://www.adweek.com/aw/content_display/news/accoun t-activity/e3if8bce819609628b5e02c1f164faddfe2 http://www.thebrainchildgroup.com/blog/2010/01/tabasco -talking-pepperoni-commercial/