Tabasco Sauce: Tabasco #addtaste

Tabasco wants to step away from its hot image. The legendary pepper sauce now wants to put more focus on its wide range of flavors. The message: Tabasco® adds taste.Tabasco can only add taste when there’s a lack of taste. And if there is one place where people complain about the lack of taste they experience, it’s Twitter.So Tabasco made it its mission on Twitter to add some taste in a world that sometimes lacks some. With the help of BBDO Belgium, Tabasco had a social media team at the ready to respond to every #notaste with a deceivingly simple #addtaste. They engaged in conversations about the lack of taste – food-related or not and flavored them up. Resulting in one-to-one tweeted ads.
Like when everybody complained about the tasteless Vogue cover of Kim and Kanye for instance, the pepper sauce couldn’t resist to react with a 'tasteful' Vogue cover spoof.