文章基本信息

标题：Pace's Pourable Salsa Pack Widens Usage Even to Final Jailhouse Meal - Brief Article
作者：Stephanie Thompson
期刊名称：Brandweek
印刷版ISSN：1064-4318
出版年度：1998
卷号：Oct 5, 1998
出版社：Nielsen Business Publications

Pace's Pourable Salsa Pack Widens Usage Even to Final Jailhouse Meal - Brief Article

Stephanie Thompson

Aiming to extend the usage occasions of its Pace Picante sauce and further encroach on ketchup's ubiquity as a condiment, Campbell Soup's Pace brand is launching a new convenient squeeze bottle suggested for use on eggs, burgers and other dishes, an introduction that will receive unprecedented dedicated support via TV, FSIs and trade promotions beginning this week.

Hoping to emphasize Picante's uses beyond simply dipping, Pace has developed a new 30-second spot, "Last Meal," created by Foote, Cone & Belding, N.Y., that features a cowboy in a jail cell disappointed to find only ketchup and mustard offered as condiments for his last meal.

"I requested Pace Picante sauce," he says, then enters a dream sequence where he imagines he is free to "squeeze Pace Picante onto all kinds of foods, from burgers to eggs to potatoes, and give the bull-taste of Pace to every meal." In a humorous twist, the cowboy then gets up and leaves the jail, which it turns out he only visits for meals. The tag avers the usual, "Pour on the Pace," but adds: "Now in a new squeeze bottle!"

Pace developed the 20.-oz. Pace Squeezable Picante, which features a wide-mouth, flip-top cap to accommodate the chunks of onions and jalapenos employed in Picante, after research showed that 45% of consumers enhance their foods with salsa, especially in restaurants.

"As we looked into how consumers enter the salsa category, the main behavior is dipping, but as people get more comfortable with the product, they add it to a lot of things," said Aine Scallon, senior marketing manager at Pace. "We found that if we put it in a squeezable tabletop package, it would extend the usage and help it evolve with consumers."

The TV, which breaks nationally and in spot markets this week, will be followed by an FSI later in the month specifically against the new packaging. Suggested retail price for Squeezable Picante, in mild, medium and hot varieties, is $2.99.