I STOP HOT FIRES!

Ok, I’ll admit it:  I am easily won over by the use of anthropomorphism in branding, which usually takes the form of a corporate mascot. Granted, some creep me out, such as the too-cool hamsters riding around in those current Kia Soul spots, but others I just can’t help but bring to your attention.

Who:
Bourgeois The Hot Sauce Man

Company:
Bourgeois and Associates

Offering:
Fire Suppression Systems

Branding Tie-In:
Founder Roger Bourgeois is actually the Hot Sauce Man himself, distributing bottles of their own Louisiana red goodness at events, meetings and tradeshows. According to the history of the Hot Sauce Man found on their website, they also donate thousands of bottles every year to charities. Select clients end up with a 3 bottle sauce caddy including a ‘lifetime refill certificate.’ They claim bottles have been spotted as far away as Russia.

Takeaway:
Bourgeois might seem quaint, a little corny and somewhat artistically dated, but the way the way that the company (which is a small and no doubt lean and mean organization) incorporates him into their retention and loyalty efforts is smart marketing. I’m willing to bet it’s fairly low cost, and even if you can’t remember their name, you’ll certainly remember ‘those hot sauce people who put out fires.’  Think that does them no good?  Do a Google search for “fire suppression hot sauce” and check out the top result.

Spotted in the March/April issue of Go Gulf Magazine.