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Tabasco Hits the Jackpot

Through our discovery process for TABASCO, we found that a key character trait of hot sauce lovers is that they are also risk-takers, and we know risk-takers like to gamble. We partnered TABASCO with a slot machine company to create interactive hot sauce inspired slot machines. We leveraged Chez Chef, a TABASCO brand character, who talked with players when they pulled the handle, and we placed TABASCO slot machines all over the world. The slot machines put TABASCO in front of consumers in an unexpected space and enhanced the brand’s awareness on a global scale. Today, advertising is prohibited in casinos, but for ten years these slots were hot.

Don’t Just Take It From Us.

IGT has done numerous licensing deals, and IMC is one of our favorite partners. They made us understand how a hot sauce could be an entertainment brand, and they helped us develop what has turned out to be a very successful offering. All of our colleagues at IMC are great to work with.

Nancy King

Licensing Manager IGT