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  • Is this the perfect condiment for masochistic diners?
  • Is this the perfect condiment for masochistic diners?
    US Army Garrison Red Cloud, Creative Commons (2013) ©
CASE STUDY

10^32 Kelvin: a super-hot sauce for pain seekers

Can you build brand awareness by burning people’s taste buds? GE certainly thinks so. It’s launched 10^32 Kelvin, a super-hot sauce perfect for people who like their pleasure with a serious serving of pain. But can it make the corporate giant relevant for a new, young and adventurous audience?