CHOLULA

CHOLULA

01THE BRAND

THE CHALLENGE

Make hot sauce users believe that Cholula is the only true, authentic hot sauce from Mexico.

Cholula Hot Sauce is the delicious result of a generations old recipe and a rich Mexican heritage. By using the ripest local ingredients and a creative blend of authentic spices, Cholula quickly became known as “el sabor perfecto,” the perfect flavor. That original recipe has gone unchanged over the years and now expands to four additional varieties, each featuring a memorable taste experience that holds true to the brand philosophy of enhancing while never overpowering. Cholula Hot Sauce celebrates the best taste experience. For years, Cholula Hot Sauce celebrates the best taste experience. For years, Cholula has been positioned as the “The Flavorful Fire” in the U.S.

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02THE RESEARCH

Cholula is considering to reinforce and amplify its authentic Mexican brand image with a special marketing effort toward both Hispanic and non-Hispanic hot sauce users. In addition to secondary research, four primary research methodologies were used between 10/15/15 and 11/14/15 to assess Cholula’s potential of this marketing strategy for its target audience. Methodologies included

1)1) Observation (observing people buying hot sauce at Wegman’s on 11/07)2) One-on-ones (12 conducted with people shopping at Wegman’s on 11/07 and 17 conducted with SU students at Chipotle 11/13-11/15)3) Focus Group and a Taste Test (6 respondents from the SU Newhouse on 11/9)4) Online Survey (43 respondents who are hot sauce users)

A total of 86 A total of 86 research respondents were interviewed/ observed (40% are Hispanic, 19% ages 30+)

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03THE INSIGHTS

Target Hispanic consumers, Cholula should continue promoting its Mexican heritage, but focus more on the aspects of home-taste, true and Mexican taste.

Cholula has a huge opportunity with Non-Hispanics who think it’s unnecessary to use Mexican hot sauce for Mexican cuisine.

Flavor is the No.1 issue that leads to loyal customers.

-Established Mexican hot sauce image among Hispanic consumers.

-Seeking things that can bring them home-like feeling.

-A higher preference for Mexican style hot sauce over American style.

-Hispanic segment is f-Hispanic segment is frequent hot sauce user and the source of word of mouth.

-Interested in Mexican flavor, but not sure about the true, authentic Mexican flavor.

-Don’t know what they could to do cook real authentic Mexican cuisine. They donThey don’t think a small bottle of Mexican hot sauce will make a huge difference on the food.

-Willing to try things that bring more diverse flavors.

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04THE CREATIVE BRIEF

Persuade the target audience that Cholula is the only authentic hot sauce that will bring the real taste of Mexico.

Who is the target?

What do we want the advertising to do?

I am interested in Mexican food.

Caucasian, ages 18-28

Hot sauce is more than the heat. I want my food to have flavor!

I don’t really know how to cook authentic Mexican food and I don’t think much about the authentic taste of Mexican cuisine because I am not a Mexican!

I usually use the hot sauce that I have been using for scrambled egg or hot dogs at home.

I don’t think hot sauce will make a huge difference on the flavor.

I am seeking ingredients or sauce that can make the food taste better and diverse.

But I am not sure what true Mexican food should taste like.

05THE CREATIVE BRIEF

What should Mexican food taste like? Hot sauce will not make a big difference on flavor. How can I add more flavor to my food?  

What would we like them to think?

What do they currently think?

You don’t have to be Mexican to know true Mexican flavor, Cholula adds Mexican flavor to your food.

How do we make it believable?

-Cholula Original Hot Sauce is created from a generations old recipe that features carefully-selected arbol and piquin peppers and a blend of signature spices.

-Cholula is from Mexico.

Cholula makes any food Mexican.

What is the single most compelling promise?

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Executions

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Executions