Texas Pete | "Wake Up"

  • Challenge:
  • Texas Pete's young, active core consumer is hard to reach
  • Creative must stand out on programming
  • Competitive spending resulted in stagnating sales in some markets
  • Solution:
  • Developed a target-specific set of commercials to capture attention
  • Ensured appeal by conducting focus groups prior to release
  • Results:
  • Sales during television flight were up in all markets over prior year
  • Television markets had a 17% average dollar increase vs. Texas Pete's average market increase of 9.9%

* Based on IRI 12-week data: Hot Sauce Brand Ranking, week ending November 30, 2008.