Creativity

The Taste of a Ford Fiesta ST, in a Hot Sauce

JWT Turns Car into a Special Sauce

Published on Sep 04, 2013

Editor's Pick

The new Ford Fiesta ST is hot. So hot, that the only thing that can communicate its heat is a hot sauce. In New Zealand, JWT is promoting the sports hatch with the ST Hot Sauce. Working with gourmet chili sauce maker Chris Cullen (Culley's), the agency tried to translate the car's attributes into a flavor profile -- apparently engines and metal finishing amounts to 1.463 million scoville units. For comparison, serrano peppers are about 10,000 to 23,000 scoville units.

The agency created 3,000 bottles and distributed them in restuarants in Auckland. Posters also appeared near these restaurants to tell people how to win a bottle of the sauce.

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About

Credits

Date
Sep 04, 2013
Agency:
JWT Auckland
Client:
Ford Fiesta ST

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