While Texas Pete Hot Sauce is a cult favorite, those in-the-know who love-the-heat, it's Texas Pete Hotter Hot Sauce that sets everything ablaze. The traditional Pete's Hot Sauce is like a flavoring, but, with Hotter Hot Sauce the desire is to be in the same playing field as legit hot sauces like Tabasco. We leveraged the Texas heritage to "taunt" those sissies into thinking they might be too afraid to try it. We pushed on the angle of 3x the heat to prove our point, and make you believe you might even suffer from it. We also recommended a cross promotion tie-in with Blue Bunny ice cream to soothe those poor little wussies. This spec campaign was submitted to Texas Pete's.