For every #notaste Tabasco couldn’t resist to #addtaste
Tuesday, June 10, 2014 — Tabasco® wants to step away from its hot image. The legendary pepper sauce now wants to put more focus on its wide range of flavors. The message: Tabasco® adds taste.
Tabasco® can only add taste when there’s a lack of taste. And if there is one place where people complain about the lack of taste they experience, it’s Twitter.
So Tabasco® made it its mission on Twitter to add some taste in a world that sometimes lacks some.
With the help of BBDO Belgium, Tabasco® had a social media team at the ready to respond to every #notaste with a deceivingly simple #addtaste. They engaged in conversations about the lack of taste – food-related or not – and flavored them up. Resulting in one-to-one tweeted ads.
Like when everybody complained about the tasteless Vogue cover of Kim and Kanye for instance, the pepper sauce couldn’t resist to react with a ‘tasteful’ Vogue cover spoof.
Tabasco® surprised people when they least expected it. And people like it, helping Tabasco® to actively spread the message that Tabasco® adds taste.
Client: Tabasco Belgium
Account Tabasco: Inneke Debuck
Creative Director: Sebastien De Valck
Art director: Klaartje Galle
Copywriter: Régine Smetz
Social Media Team: Jutta Callebaut, Sofie Willems, Sina Hug, Reine Driesen
Account Team: Kris Van Den Brandt, Annouck Hendrickx, Julie Bogaerts
For every #notaste Tabasco® couldn't resist to #addtaste