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.