Embrace Your Cha!ddiction
A burgeoning specialty hot sauce market sparked the makers of Texas Pete to craft a Sriracha recipe, but funds to launch a national campaign were limited. Through name testing and quantitative research, SFW homed in on how best to leverage the equity of the Texas Pete name into the new line extension. Using a brand-endorsement tactic, CHA! by Texas Pete captured more than 11% of the market in less than six months, making it the most successful product launch in the company’s history.