This campaign was a project that was assigned to me and two advanced copywriting students. We were given the instructions to choose a brand and create a small, national campaign and create a character for the brand we chose. 

My group and I chose Tapatío for our campaign and created a brand character named Ignacio. Ignacio is a stereotypical womanizer and is extremely toxic, but the women always want to come back to him. This fiery Telenovela-style character was developed off the insight that people who enjoy spicy food in their life are in a toxic relationship with their hot sauce.​​​​​​​