McIlhenny Company: Mosquito campaign

Patrick Hutchins

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp.

McIlhenny Company: Mosquito campaign

Patrick Hutchins

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, the E. McIlhenny and Sons Corp. changed its name to McIlhenny Company. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.

Although its Tabasco brand hot pepper sauce had been around since 1868, E. McIlhenny and Sons Corp. had never before used national, high-profile television advertising to promote the product. Instead, its strategy had been to build the hot...

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