Jail house fire - Pyper Paul + Kenney

I chose to share this as because we had a similar project in class to advertise "super hot" hot sauce. All hot sauce have one creative strategy, which is that they are "the hottest." So how can they succeed in advertising the same unique selling proposition as their fellow competition? I looked into exaggerating the hotness (individuals having shocking third degree burns from touching the bottle or having it served in a wine chiller as its so hot.)

 Pyper paul + kenney came up with similar brilliant creative strategies. The unique target was the name: "jail house fire - creased with conviction" which is then linked with the USP (unique selling point) of being extremely hot. They took the creative strategy of exaggeration, and exaggerated this sauce to be so hot that it is extremely dangerous and almost lethal. The campaign focuses on crime investigation scenets (beause of the prison associated name) and warns the viewer to "handle with care" or "do not cross our hot sauce line" unless ready, etc.

The print of this ad is a well written copy. It links and makes the visual even stronger with its witty remarks such as " Be glad your tongue has over 10000 taste buds because you'll need every single one." The statements are based on true, interesting facts, and used in a way that shows the hotness of the sauce with black humour.

Even though the print may not be read (unless placed in a magazine, as otherwise the 3 second rule does not apply) the slogans and taglines such as "Brutally Beating Tabasco Sauce" "It's so Lethal" Open at your Own Risk" and Murder on your Taste Buds" will still be enough to understand the ad and further underline its USP, as the text sticks out with its crude typography and the phrases are catchy and memorable.

The posters have a lot going on, however they are more or less easy to read and view because of its visual hierarchy. The main visual is centered, hence catching your eye first, and then you notice the taglines crudely written and drifting off towards the product image itself. Only then if you're further interested you read the small  print. These ads could work both without the print (if it was a poster) and with the print (if it was in a magazine or bus shelter.)