WHAT MAKES A HOT SAUCE BRAND APPEAL TO A MALE TARGET AUDIENCE?
A BRAND THAT CHALLENGES. A BRAND THAT SAYS, “… A STRONG SAUCE FOR STRONG MEN”
STING HOT SAUCE BRAND AND PACKAGING
A growing number of North American men pride themselves on their skills as recreational BBQ chefs for their friends and families. Elaborate pool side and patio environments featuring high-tech gas grills are the centre piece of outdoor recreation spaces in high-end homes. The outdoor location and casual nature of this kind of entertaining makes it a popular summer pastime.
To meet this market niche, Ideastream created the hot sauce brand “STING”. The name suggests “a strong sauce for strong men”. It challenges the male buyer to try it and offers bragging rights for mastering the heat and impact of the sauce. Rustic southwestern type style reminds the buyer of cowboy culture and outdoor life, reinforcing the brand essence. The desert lizard emblem reinforces the hotness of the product and delivers a brand with guy appeal and a touch of humour for the male target audience.