Campaign Strategy

We are selling a product and a brand. The Adoboloco hot sauce has unique flavor attributes that make it appealing but the brand includes the cultural history, the attitude, the blog, the community involvement. The reason someone buys a “unique and exclusive” product is for what it says about themselves and the physical benefits.

The message we are trying to communicate is that Adoboloco is a modern, natural, fun brand that sells unique Hawaiian hot sauce and spice products to heat up your kitchen. If communicated effectively, this product will resonate with the consumer as a friend–like desirable, natural, flavorful product and will eventually become their go–to hot sauce as well as cause them to spread word about it.


The first piece was chosen to be published in Archive volume 1-14.