The maker of Tabasco Brand Pepper Sauces, McIlhenny Company has appointed IMG to drive and expand consumer engagement through new licensed products and experiences.
Under the new multi-year agreement, IMG will look to develop a robust range of Tabasco brand offerings that further reflect its position as a global market leader for more than 150 years.
Sold in more than 195 countries and territories, Tabasco is one of the most widely distributed food brands in the world, with its recognisable bottle, diamond logo and distinctive red colour being synonymous with heat.
“Food and flavour have the ability to invoke strong human emotions and make powerful connections, as seen by the universal appeal and strong loyalty of the Tabasco brand,” commented Ricky Yoselevitz, svp licensing at IMG. “We are excited to help people truly embrace the Tabasco brand lifestyle by weaving these well-loved flavours and iconography into authentic new products and experiences.”
Lee Susen, chief sales and marketing officer at McIlhenny Company, continued: “IMG will bring its signature mix of global strategy and local expertise to leverage the power of the Tabasco brand into untapped product and service categories to help create new and meaningful connection points with our fans. We believe IMG will help us unlock new ways to engage with Tabasco sauce lovers worldwide and we are very excited to welcome them to Team Tabasco.”
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