DROPS  is a fictional hot sauce brand targeted to hot sauce lovers, specifically Men 18-44, and the women who love them. These customers enjoy having unique products and sharing them with friends because DROPS is THE ULTIMATE HOT SAUCE EXPERIENCE. The brand is positioned (and priced) as a luxury product in a crowded field of competitors, with a unique drop-shaped bottle design, a dropper for dispensing the product, black and white “retro-style” photography to distinguish the 8 varieties, individual box packaging and an upgraded carrying case for hot sauce collections. Each variety features a particular pepper flavor with an increasing level of “hotness”  — from the relatively mild, Aliens Landing (Shishito pepper) hot sauce with an SHU of 30m, to Poltergeist (Ghost Pepper) sauce at 2mm  SHU. 

The spokesperson for DROPS sauce is rapper, Snoop Dogg. His anthem “Drop it like it’s Hot” communicates the unique positioning for the DROPS brand in the crowded hot sauce field.