Buldak aimed to expand awareness and market share in the U.S., leveraging its global popularity to tap into the growing a U.S. hot sauce market.
To drive trial and buzz, we created a campaign that included IRL activations like mascot-led events, a Sauce Exchange, a new website offering samples and prizes. These efforts sought to remove barriers to trial, foster brand loyalty, and position Buldak as a top contender in the competitive hot sauce market.
