Execution

Among all Del Monte sauces, Del Monte Extra Hot stands out as a well-known hot chilli sauce. In order to strengthen consumer preference for the brand, tactical ambient ads were developed to give the consumer a chance to experience the brand and its benefits first hand. The product benefit of Del Monte "Extra Hot" was exaggerated by creating an installation work showing the Del Monte bottle being gripped by an anti-heat glove giving the impression that the chilli sauce is extremely hot. These ambient ads were placed at steak houses and pizza restaurants where consumers caould experience and feel the hot sensation of Del Monte Extra Hot sauces.