Client: MAXIM’S SUPER HOT SAUCEFull 360 degree campaign.

What we aimed to do:To distinguish between what is hot and what is only pretending to be hot.

What we did:Clarified that when you bought Maxim’s Super Hot Sauce, you didn’t get a pale imitation. When you said hot, you meant hot, therefore the line THE HOT SOURCE. We did this through heat recognition outdoor and press, plus we

branded an iPhone app that converted normal photos into heat signature shoots, which we called MAXIMISE IT. We also produced heat reactive t-shirts and mugs, which we gave away as promotional items, as well as heat touch reactive shelf wobblers and a FIND THE HOT SOURCE web banner game but most exciting was the branded heat reactive furniture and bar tops.

What we got:An increase in sales and an awareness that Maxim’s Super Hot Sauce is becoming the generic hot sauce to pick from the shelf.