2015 Winners & Shortlists

Brief Explanation

The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful way to stand out on the supermarket shelf and get people to try our new sauce.

The Brief

American Garden has a wide range of condiments and wanted to promote their new Habanero hot sauce to supermarket consumers in the UAE.

How the final design was conceived

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. In short, 'a little thing can cause a huge impact'. So, we launched a series of limited edition packaging. The packaging was bottle labels that unrolled into a long strip and told stories of minor events, blunders and mistakes that ended up having huge consequences on the world. There were 10 stories illustrated by different artists, making each bottle label distinctive & striking, and enabling the entire collection to stand out on a busy supermarket shelf.

Indication of how successful the outcome was in the market

In a sea of red hot sauce bottles, our Habanero Sauce really stood out on shelf. People actually spent time in an aisle they normally wizz through and opened the labels to read the stories.

American Garden is a popular food brand in the region, and although its list of best-selling products covers a range of condiments and canned food, its hot sauce still ranks relatively low on the list. Since a large portion of American Garden’s sales comes from bulk orders from restaurants, we needed to introduce our new Habanero Sauce in a way that would help us stand out against big name competitors.