Creative brief: Create your own brand narrative and creative advertising campaign for the worlds hottest hot sauce.

Problem: Men are often afraid of showing their emotions in fear of not being ‘manly’.

Opportunity: Hot sauce is seen as a symbol of masculinity and strength, with the opportunity to use the sauce as the vessel to encourage men to cry.

Insight: 3 in 10 men have never cried in front of anyone, 38% of men have never talked about their feelings to others (Medibank, 2022). Men’s mental health is clearly a taboo topic where men are usually met with the saying “Man up” when expressing their emotions. We are aiming to change the meaning of this phrase.

Target Audience: All men who struggle to show their emotions or simply need a kick to get there.

Idea: Encourage men to cry via the use of hot sauce. Hot sauce so hot, your body has no choice but to shed a tear, letting ‘Man Up. Really F***ing Hot Sauce’ be the vessel to let all your inner emotions out and ultimately flip the meaning of the classic saying ‘man up’ to become a phrase associated with what's truly manly, showing emotions.

USP: Sauce so hot it’ll make you cry

Creative strategy: Use the sauce as a conduit to get men in tough with their emotions

Activation: Hot sauce infused tissues that can be used as the vessel to make men cry.