What a mess...

The best sort of eating is the messy kind.
The images that pop into my head are of guys eating with their hands. Big, juicy hamburgers, steaks, corn, and anything else you can pop on a grill.
This is the fun of eating. The casual atmosphere, the good flavorful food, and of course the sauces, which is where tabasco comes into play. In our eagerness to eat there is always some flavor left behind... on our cheeks, chin, lips, and any other place near or far to the mouth.
My idea then is to "savor the flavor". Enjoy every last bit of flavor. Don't let any of it go to waste and save it from being lost to the messiness of eating....

Headline: "The Dive" Tagline: Savor the flavor
Image: Close up of mouth with red tabasco sauce running down the chin. Their tongue is stretched out just enough to catch the flavor before it's lost.

Headline: "The Swipe" Tagline: Savor the flavor

Image: Close up of mouth with tabasco sauce smothered all over lips. Tongue is slowly wiping across the lips to recover all the potentially lost flavor.

Headline: "The Dig" Tagline: Savor the flavor

Image: Close up of mouth with tongue in between teeth in search of that hidden flavor lost to tight spaces.

The execution of these images will be tricky. You don't want to make it unappetizing to the viewer, but you want them to relate to the experience of eating and savoring every last drop of that delicious tabasco flavor.

Fail...

So my solution really doesn't seem to be working... so it's not much of a solution at all.

I have to rethink my idea and also develop new ones...

so the assignment for this week is

3 new executions for the charmer idea and 30 completely new concepts...

see you guys again at the end of the week....

A solution...?

so i've evolved the idea....

#1
Playful, like the charmer
Image: several bottles of tabasco sauce, all different flavors

#2
Shameless, like the charmer
Image: Original red pepper tabasco

#3
Adventurous, like the charmer
Image: Habanero tabasco

The first is suppose to speak to the variety tabasco offers. It's a parody of how charming guys are conversational and versatile, never the same, never boring.

The second is suppose to speak to the added flavor tabasco gives food and how that makes people eat it so much and love it. The parody here is that the charming guys are shameless because a lot of women fall for them.

The third is suppose to speak to the numerous things tabasco can do. All the different foods it can enhance. The parody here is that charming guys are adventurous and you can have exciting moments with them.



Time to test the thought...


Do you think it works?

A thought....

Is tabasco a charmer? A guy who appeals to a lot of women and takes that to his full advantage. The guy everyone wants. Or wants to be.

He's bold, charismatic, adventurous, spontaneous, surprising and essentially a good time…

He'll make you fall so much in love with him… it's almost shameless

And Tabasco is….

fun, popular, has several flavors, makes everything more exciting (flavorful), can be put in any situation (food) and still do well, all foods love it, and it loves all foods….

hmmm I think there is something there... I'm just not quite sure what yet....

I'll blog again when I've solved this problem.....

or moved onto the next....

A better question...

Who is that guy that everyone wants to be?

A new train of thought....

Today I decided to change my thinking.

Stop thinking about Tabasco and start thinking about eating. 

More specifically, what does eating like a man mean?

To eat like a man is.... ?

enhance

Enhance is...
              raise, heighten, increase
              improve... value, quality desirability attractiveness
              it is to perfect, refine, upgrade

the photography, angle, and light... enhance the message

other enhancements....

Some random facts to think about...

Condiments are usually applied by the diner whereas spices are added by the person cooking.


Dairy products combat the effects of Capsicum, which is what gives peppers their spicy/hot quality.


Each 2 ounce botthe of tabasco contains at least 720 drops


Avery Island is one of the 5 salt dome islands rising above the flat Louisiana gulf coast.


Tabasco is aged for 3 years in wooden barrels, before being bottled and sold.

hitting the wall

Once you've gone at your sketch book for an hour or two, it;s always good to step away from the problem and do something else.

Distract yourself...

maybe do something that inspires you

for me at the moment, that thing is "stumbling upon" for a few hours...

Creative Exercise

If tabasco were a person, how would you describe their personality?

20 words to describe tabasco

hot
red
spicy
sexy
bold
shocking
tasty
reactive
powerful
strong
blazing
audacious
saucy
fresh
brazen
simple
concentrated/pure
genuine
constant
enduring

The first stages....

First and foremost, read the creative brief. Get your head wrapped around the single minded message.
In my case, at the moment, the client is Tabasco and the SMM is the ultimate flavor enhancer.

For the next three days I'll be talking, thinking, and eating Tabasco. It's important to live with the product, let it be part of your life in order to familiarize yourself with it.
And as you "hang out" with Tabasco try and think what that ultimate flavor enhancer message means for people who love and even people who don't particularly eat Tabasco.

Once you've begun to love or hate tabasco, then sit down with a sketch book and crank out 60 concepts. Let the good the bad and the horrible come out of you. It's the only way to finally get to the best ideas...

Creative Exercises

I started this blog in order to keep track of my creative process. This is one of the hardest things to understand and decipher, because by nature it is scattered and disorganized. The most important thing to remember is that it is still a process and if documented you can create a relatable creative message from a very simple and sometimes obvious truth. So if you are reading this I hope you have fun in following and even participating in my creative exercises.