Red Devil Hot Sauce

With the billboard ad, I wanted to make creative use of the space; the design of it at night would also cause visual interest and draw the eyes of the viewer wherever they may be, whether they’re driving down a freeway or walking around the city centre. Hot lava is the hottest thing known on the planet, so by showcasing lava being poured into a bottle of Red Devil sauce, it gives the viewer a visual representation of the sheer heat a drop of the sauce must have.

The lava would glow at night, further emphasising the heat of the sauce and showing a striking visual to the consumer so they can remember the sauce. Therefore, when they next go shopping and see Red Devil sauce on the shelves, they’ll recall the imagery of the glowing lava, associate it with its intense heat, and will likely purchase the sauce if the dare to try it.

Red Devil hot sauce is a sauce meant to be added during cooking, similar to Worcestershire sauce or Asian cooking wines, and is meant for those wanting to take on a culinary challenge at home. The target audience is suburban, middle class adults that are adventurous with food and cooking. The client wants to emphasise the unique heat of the sauce to consumers.

For my ad, I propose a versatile static outdoor ad that can be displayed almost anywhere (bus stops, shopping centres, supermarkets, magazines) that displays a stack of melted and heat damaged cookware by the hot sauce. This creative approach serves a dual purpose: it grabs attention while also communicating the sauce's unparalleled heat, a striking visual representation of the sauce's power but also evoking a sense of challenge and excitement. Consumers will be intrigued by the visual and  may want to pursue the challenge of using such strong hot sauce within their cooking. The ad promises an unforgettable taste experience, but only for those brave enough to handle the heat.