After 230 years in business, Sarson’s has evolved its product range in an effort to connect with a younger audience. Dip & Drizzle is a new sticky vinegar sauce range that looks to bring a versatility that the traditional Sarson’s vinegar may have lacked.

The new product offering is the result of a collaboration with creative agency Robot Food, who have brought new energy and colour to the Sarson’s brand with the aim of boosting engagement.

The visual identity features bright colours, textures and expressive patterns, while simultaneously retaining the classic identity of the brand with the use of the iconic Sarson’s arc. The ads feature silhouettes of both the new squeezy bottles and the classic vinegar bottle, though it’s unclear whether the new design will be extended to the original bottle as well.

The campaign slogan ‘Turn up the tang’ is coupled with clips of dramatic in-the-moment reactions of people’s faces as they taste the new sauce and a range of eye-catching foodie shots that show Dip & Drizzle in action.

It’s not the first time that Sarson’s has engaged with a more playful marketing approach; the brand’s mascot (a giant bottle of malt vinegar) can be seen all over its social media dancing around and advertising the product.

The new product launch follows the brand’s recent collaboration with the Anya Hindmarch Ice Cream Project, which allows consumers to experience vinegar in a slightly unorthodox fashion, showing that Sarson’s is turning a new leaf when it comes to experimentation with its brand. It also comes after fellow condiment giant Heinz’s recent stunts including its limited edition Every Sauce and a saucy collab with Morley’s.

robot-food.com