Sriracha AD Campaign
Sriracha sauce is a hot sauce with low heat for foods like soup, eggs, burgers, cocktails, and other food products. Any form of hot sauce ads focuses primarily on how spicy they are. The advertisement revolve around fire extinguishers, flames, or the devil to create the idea that the product’s hot sauce is too spicy to handle. Sriracha sauce however is not hot, instead of having a kick to it. The audience for the product gravitates towards the sauce having a sense of flavor than other regular condiments like ketchup or mustard. To further the usage of the sauce, Sriracha can be used in any food product giving that versatility.
The ages range from early teens to late thirties with education between high school
to bachelor’s degree. The income is between $10,000 to $40,000 a year. The target
audience is individuals who primarily live in cities or urban areas. They primarily have a taste for heat in their food and want to add flavor to their meals.
The Sriracha campaigns work together as compared to other hot sauces, it does not take the typical approach of “it’s so hot” or incorporating the flame imagery that is seen so often in hot sauce ads. The whole idea is embracing the idea of “excitement” from the sauce. It adds that small hint of heat to it but it’s not overpowering enough to take away the flavors from the actual food. The ads portray that concept as doing the before and after template. Putting average people into situations everyone has been, being bored of bland food. But when adding Sriracha sauce, it gives life back to people. The illustration and limited color schemes go hand in hand as the Sriracha bottle is known for those red and green palettes so it makes that instant connection. The white lines of the illustration always work as, going back to the bottle, uses that same style on the rooster. The ads are
energetic, humorous and make viewers have that taste to put some Sriracha sauce on their fries.
Various foods will be present in each ad to emphasize how Sriracha can be put on
anything. It gives the audience choices on how to use this condiment with other foods
so they don’t feel limited on their choices.
The ads are put in different scenarios and people to make it versatile into the general
audience who are primarily young like in their 20’s. For example this guy going fast on
his car after eating a chicken nugget with the sauce creates that edge of emotions.
A short commercial on how the campaign can use motion graphics to spread awareness of the product. It’s quick, short and to the point of what the message Sriracha wants for it’s audience. A sauce that livens up the mundane.
Mockups
Portfolio
