In attempt to create a winter-based ambient campaign and raise awareness of Tabasco as the generic hot sauce, the Tabasco company created a great guerrilla promotion that certainly got the job done. All throughout the winter, Tabasco setup a series of heated bus shelters featuring Tabasco branding and powered by small generators built into the back of each shelter.
Waiting for the bus in the cold winter chill can be excruciating, so consumers would arrive early and fight for a spot under the much appreciated heated bus stops. By making Tabasco an integral part of the consumer experience and providing a free and useful service, the Tabasco company communicated the direct benefits of the Tabasco heat and created an immediate positive association with the brand.
Not only did this guerrilla promotion attract the attention of the commuters, but also the hundreds of spectators driving by took notice. Tabasco made sure that its company name, image and products would be the first thing to enter consumers minds every cold winter morning. Clever guerrilla promotional ads have a strong tendency to be noticed, even by the people not getting involved. Try associating your company name or brand image with some promotional products to increase awareness and brand recognition the way Tabasco did with its "Hot Stops".