On unexpected parallels.
Hot sauce is one hell of a drug. I imagine it’s like taking a bump of cocaine. You start off with a little, build up some tolerance, and then you’re off to the races, unable to live without it.
As a brand junkie, I can’t help myself but to read the copy on every hot sauce bottle and website I come across. Usually, they all use the same standard spice talk.
“Blazing flavor”
“Small batch, big taste”
“This one’s not for the faint of heart”
“So hot, it’ll melt your face off”
It’s a bit uninspired for a product that’s supposed to leave fiery tingles on your tongue.
And then I came across Stuzzi:
“We live up to our name. In Italian, the word “stuzzicare [stutːsi’kare]” means; ‘To stimulate, to excite, to tease.’ Stuzzi is hot sauce that actually tastes good; bold, savory, complex. Not better than sex — but close.”
Here’s a bit more from their website:
“An unexpected, heady mix of fresh and dried peppers, distilled vinegar and a dash of salt, Stuzzi is the apogee of three thoughtfully chosen ingredients. High, fresh, bright notes layered with an earthy, bassy allure.”
It’s not trying too hard, keeping everything short, fresh, and interesting. There’s a bit of story in the Italian name gives it some charm. And the hook is a bold, rather unexpected parallel using sauce + seduction.
These tiny differences may seem trivial. Though, as someone who has written copy to sell everything from supplements to software, I can tell you the those details make a big difference.
Stuzzi shows us that “creative” copy doesn’t need cheesy phrases or rhymes. It’s about knowing your product, and nailing down the few statements your brand can own that don’t sound like anyone else.
But more on that another day.