Marketing Story & Tipps
Crazy Bastard Sauce is a small, privately owned and self-funded company, without external investors or partners, founded with only €50k starting capital.
For this reason it has been very important to make careful investments with a fast return. The marketing budget for the ﬁrst two years was almost zero, and continues to be relatively low. The following tips are from the point of view of a small business owner rather than a marketing professional.
First impression is everything. Its not an easy thing to achieve, but if your brand can grab attention at a ﬁrst glance its oﬀ to a great start. CBS was speciﬁcally designed to immediately grab attention with a combination of name, logo and colours, but importantly each of those elements should also give an idea of what the product is. Also, the name and logo are the only thing that you can really protect unless you have a registered patent for your product, so in many cases it will be your most valuable asset.
The name “Crazy Bastard Sauce” describes what the product is, in a kind of abstract way, but it also contains a mild or “acceptable” swear word, which is the ﬁrst thing that grabs attention for many customers. There are other ways to get attention without using “oﬀensive” language: make it rhyme, make it curious, make it descriptive. But above all, make it memorable. If at least 50% of people can remember the name of the brand after hearing it once, it’s a win.
The Logo of Crazy bastard Sauce was designed to immediately engage: strong piercing eyes that are both comical and unnerving (the pupils are diﬀerent which makes them look a bit crazy). A big moustache that hints both towards Mexican food and a strong identity. The logo was inspired by the famous British prison personality Charles Bronson, who is a perfect example of a crazy bastard.
The Colours of the brand are designed to catch attention, but also to show the brand identity motto of “crazy but fun, hot but tasty”. The main brand colours are Yellow and Black, which evoke ideas of warning and danger, but also the contrast of pain and pleasure. The sunﬂower yellow (#FFBC00) was chosen to be the main brand colour, used especially in contrast with black. The black represents the pain of the chili, but the yellow represents the joy that chili and ﬂavour can bring.
Trial your product, and your brand. Crazy Bastard Sauce was tested from the beginning on multiple weekly markets. The Founder and brand creater has spent to date over 3.000 hours selling the products at markets around Berlin, and sometimes further aﬁeld. This has been the most valuable market and product research possible, and it has also been a necessary income for the company. Because of this, the brand creator has come into direct contact with thousands of customers who gave him valuable and impartial feedback about the brand and the product.
Elements of the brand which were at ﬁrst thought to be important were found to be unimportant through this research and vice versa.
For example: it was expected that the Whole-Food, healthy and sugar free aspect of the product would be a selling point, but after selling at markets it is clear that less than 1% of CBS customers actually care about this at all. It is much more important that they know which chili is used in the sauce, which at ﬁrst was not expected to be a big selling point. At least 50% of CBS customers buy a particular sauce because of the chili used in the sauce, whether they have tried it or not.
Get to know your audience. Getting to know the people who buy, or want to buy your product is essential. This enables you to build a basic customer demographic which can be applied to any market, allowing you make decisions about your product development to cater towards your customers. It also makes your marketing budget go much further online, as you don’t waste money showing your brand to people who are not likely to buy it.
Crazy Bastard Customers care about two things above all: Real heat and real ﬂavour, identifying this has also lead to CBS changing its brand tagline from “small batch hot sauce, hand made in berlin” to “Real heat, real ﬂavour”.
CBS customers can be further categorised into:
– “Chili Heads” who actively seek out spicy products based on the chili used to make them.
– “Spicy Eaters” who always look for things to make their food spicy regardless of ingredients.
– “Tough Guys” who want to test the limits of their chili endurance.
– “Foodies and Grillers” who buy the sauces as an accessory to the food they cook.
Deﬁne your brand identity. When your brand concept is clearly in place, and you know who you are selling your product to, you should already have an identity built around your brand. But it is important to deﬁne this identity. Put it into words, make rules about it, write a list of qualities that your brand should always project in its marketing campaigns and social media posts.
Crazy Bastard Sauce started as a project by one person, and the identity and values were closely linked with the founder’s, but as the company grows its important that any marketing content created by others follows the same guidelines on brand identity and qualities that the brand wants to express. This process has only recently begun for CBS but it is an important and ongoing one.
The main brand marketing motto is: “crazy but fun, hot but tasty”.
CBS likes to make posts about the following subjects: chilis, food (vegan only), Berlin, events, special occasions, product releases.
Certain dates in the year are great opportunities to connect with your identiﬁed customer base. CBS has a marketing calendar with special days in the year where we run diﬀerent promotions connected with diﬀerent causes, these campaigns are designed to strengthen the CBS brand identity and connect with its target audience.
2013 entstand die Crazy Bastard Sauce aus den drei Leidenschaften des Gründers Jonathan O’Reilly: Kochen, Design und scharfe Chilis. Nach Jahren experimenteller Hotsauce herstellung fand er den perfekten Stil der scharfen Sauce mit guten Zutaten, großartigem Geschmack und echter Schärfe.
Natürlich brauchte das Produkt einen Namen, und nach sorgfältiger Entwicklung entstand eine kraftvolle und ausdrucksstarke Identität rund um Crazy Bastard Sauce.
Mit seinem Hintergrund in Illustration und Design, entwickelt und verfeinert Jonathan die von ihm kreierte Marke auf unkonventionelle, aber eﬀektive Weise. Dabei stehen Markenidentität, klare und visuelle Kommunikation und intuitive Konzeptentwicklung sowohl online als auch oﬄine im Vordergrund.