One of Brand Society’s heritage CPG brands is Crystal Hot Sauce. In 2019, the leading hot sauce in Louisiana asked us to help them expand into opportunistic digital markets around the nation, including the Carolinas, Houston and the Twin Cities. We got to work developing a social media campaign as well as a new website with recipes to complete the consumer experience.
“We wanted to bring the true and current flavor of Crystal to the site,” said Odette Ieyoub, director of account service. “Our goal was to quell the misperception that Crystal is just about adding heat, when really it’s about flavor.”
To galvanize consumers with a high affinity for the brand, we created a special section of the website called “Cult Crystal” where brand devotees can convene as a tribe.
“We wanted to create a place Crystal lovers can call home,” Odette explained.
Brand Society also helped Crystal develop a hot line of merchandise. During a pandemic, there’s nothing more comfortable than a pair of Crystal sweat pants.
