Brief Explanation

Not everybody can deal with the high level of spiciness. But most youngsters can withstand high level of spiciness much better than the others. Conquering the youngsters is the only way to claim “the hottest sauce” title and get distinguished from the other chili sauce.

The Brief

In Indonesia, many chili sauce products claim that their products are the hottest. Del Monte Extra Hot is perceived just like other chili sauces. Our goal is to distinguish Del Monte Extra Hot from other chili sauces.

How the final design was conceived

We created a special bottle holder for Del Monte Extra Hot. We put various illustrations that suit youngsters the best on it. The message displayed was: “It Blows You Up”. It referred to the spiciness that blows you up. The bottle holders were placed on several famous chain restaurants where many youngsters hang out.

Indication of how successful the outcome was in the market

The usage of Del Monte Extra Hot among the youngsters who eat at the restaurant has increased. It is shown by increasing order of Del Monte Extra Hot with special bottle holder, from the restaurants that use it.