‘Hello, heat’
Messaging & Positioning Case Study
How we helped a unique hot sauce brand fire up their consumers.
THE CONTEXT
Tannenbaum’s isn’t just another hot sauce. It’s a flavor experience. By blending heat with sweet, their fruit-forward sauces brought something entirely new to the table. But their brand messaging and positioning didn’t fully capture what made them special. They needed a bold, cohesive voice that would educate consumers on their uniqueness while building a passionate community around both the story and the sauce.
THE WORK
We worked closely with the Tannenbaum’s team to revamp their messaging, tagline, and positioning, crafting a tone of voice as vibrant and unexpected as their flavors. We developed a brand narrative that highlighted their one-of-a-kind fusion of fiery and fruity, making it clear that Tannenbaum’s wasn’t just about heat — it was about balance, depth, and flavor exploration. By creating a playful, personality-driven brand voice, we positioned Tannenbaum’s as the go-to hot sauce for adventurous food lovers, inspiring them to experiment, share, and celebrate flavor in a whole new way.
WHAT WE DID:
Brand discovery and exploration
Tagline development (two rounds)
Messaging foundation work
Ad concepts and copywriting
Collaboration and refinement
THE OUTCOME
The new messaging helped Tannenbaum’s stand out in a crowded market, making it easier for consumers to understand, connect with, and get excited about the brand. The refined storytelling and tagline gave them a stronger foundation for marketing, packaging, and community engagement, helping to turn casual buyers into loyal fans who weren’t just buying hot sauce — they were buying into a movement.
THE TAKEAWAY
Great branding isn’t just about what’s in the bottle. It’s about why people should care. By leaning into what made them different, Tannenbaum’s now has a clear, compelling story that captures both the heat and the heart behind their product. When you give people something to believe in, they won’t just buy. They’ll rally behind the brand.
