Tari Hairdo Creative Commerce Strategy by VML Links Gen Z’s Love of Hot Sauce with its Llama Label
By thelaegotist / /
TARI, one of Peru’s favorite hot sauces, launched in the U.S. sporting their iconic llama label and wild patterns. With over half of Gen Z consumers identifying themselves as hot sauce connoisseurs, TARI and VML leaned into the fun coincidence between the Llama label and Llama/Alpaca hairstyle that Gen Zers favor (maybe while enjoying hot sauce).
“Tari Hairdo” a VML creative social commerce activation with Meijer, will run through December 30. TARI deals will be redeemable immediately for product purchase online and in-stores for those sporting the Llama-look.
By visiting TariHairdo.com, users will use the innovative AI-enabled mobile hair recognition tool to identify their llama hairstyle (resembling the four native camelids of Peru: Llamas, Alpacas, Guanacos, and Vicunas) to unlock TARI offers.
The campaign incorporates content creators on social channels and a short film on Tik Tok. The activation will also be amplified through Meijer’s retail ecosystem with off-site display ads and social.
“Tari’s mascot combined with the desire to proudly highlight our Peruvian roots allowed us to create a playful and authentic connection with a younger generation, who has contributed to the explosion of the hot sauce category,” said Pamela Scarponi, International Business Director at Alicorp, the parent company of Tari.
Manuel Borde, Global Chief Creative Officer, Commerce, VML, said, “We are not only giving our hot-sauce-loving Gen Z consumer a fun and culturally relevant experience, we’re driving trial in a new market, reinforcing what makes Tari so recognizable: the sauce with the llama on the bottle.”
VML CREDITS:
Manuel Borde, CCO, Commerce
James Phillips, ECD, Commerce
Oswaldo Sa, ECD, Commerce
Alberto Triana, Creative Director, Commerce
Emily Sander, ECD, Brand Experience
Alberto Triana, CD, Brand Experience
Josh Parschauer, CD, Brand Experience
Will Gardner, CD, Brand Experience
Maria Camila Cabra, Art Director
Alex Tsiolas, Copywriter
Susana Santacoloma, Managing Director, Account Management
Veronica Aquino, Director, Account Management
Zoe Bossan, Sr Account Manager
Kelsi Constant, Project Manager
Leah Sallen, Managing Director, Connections
Amanda Wanner, Director, Connections
Lucy Masters, Sr Manager, Connections
Thomas Mercurio, Project Manager, Marketing Technology
Jake Swiatek, Lead Developer
Will Phillips, Senior Developer
Michael May, Director, Technology
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