Reading some the comments on this thread reveals one of the main reasons why a campaign like this is necessary if you're Underwood. Huy Fong has achieved "category king" status in this space; most people don't know what Huy Fong is, that red sauce is called "Sriracha". Huy Fong knows quite well that as long as the sauce still comes in that bottle and tastes like chilis, 99% of their customers will still buy it. Making a dent in this segment beyond foodies and hot-sauce enthusiasts requires some guerrilla marketing and and public education.