CLIENT
TABASCO
ROLE
social media PRODUCER &
art director
From the start of my relationship with Tabasco, the aim has been to change Japanese perception of Tabasco from an inaccessible condiment to a versatile, everyday essential in everyone’s households.TABASCO® Brand is now seen as reliable, traditional and authentic; while younger cohorts perceive TABASCO® as exciting, fun, innovative and adventurous. Our goal going forward is to keep momentum with our current audiences and find new ways to excite and engage with Gen Z.
SRIRACHA LAUNCH
With the launch of Tabasco Sriracha coming to Japan, we created a full fledged campaign involving a tasting PR event paired with a KOL who created a song and dance just for the campaign. All of the creative materials (food truck, posters, POPs, stickers, etc.) were art directed by me, with support from my team with design.
Neo Campaign
We partnered with locations that have been loved over a long time by the Japanese but have recently been revamped (Neo- Kissatens and Neo- Izakaya) to reach the Japanese GenNow audience and communicate more than the traditional pairings of TABASCO at Kisstatens or Izakaya (Neapolitan etc) and broaden brand love.
By creating exclusive menus, we created accessibility to trying and experiencing TABASCO. In addition, organising an opening event with GenNOW KOL’s has allowed us to connect online and offline and allow our digital audiences to experience beyond social content.
SRIRACHA LAUNCH
Scorpion sauce was the first new TABASCO® Brand sauce to arrive in Japan in 7 years.
Since Japanese foodies love a challenge, we embraced the heat and created a mobile game that would allow users to see just how firey things could get...
Mimicking the action of the sauce application in real life, users simply shook their phone to add spice to their meal.
