FRANK’S HOT SAUCE WORDLESS CAMPAIGN
CLIENT
FRANK’S
HOT
SAUCE
Frank's Hot Sauce is a company that provides condiments out of this world since 1918 and to this day still blowing minds with their flavors.
PROBLEM
BEYOND
WORDS
Frank's Hot Sauce is so delicious to the point where words can not come close to accurately portraying the experience.
BRIEF
SHOW,
DONT
TELL
If word's don't represent the hot sauce flavors accurately, then let's ditch them entirely and go wordless for this campaign.
STRATEGY
What would be a natural way to translate the spiciness of the hot sauce? Documenting how it interacts with the tastes buds such as flushed cheeks, watering eyes, etc.
RESEARCH METHODS: CHILDHOOD
Doing general research, hot sauce elicited a number of reactions and was associated with a number of colours and themes but none didn't feel as right than my own hometown's reaction to hot sauce a little too hot- drinking milk as a last resort to cool off the taste buds.
DESIGN
The angle just had to be right for this- a dramatic angle that leads the eye to the trail of milk cartons but still communicate that this takes place in a grocery store while showing the branding of Frank's Red Hot Sauce. Teal and turquoise colouring were specifically chosen to contrast the orange-reds of the product so it would stand out. By using a sample table in a grocery store environment, it is natural brand integration in visual communication that speaks to the product's taste.
