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Close your eyes and think of a hot sauce brand. What do you see? Skulls and crossbones? Flames and grim reapers? Red Peppers?
What about a teddy bear?
In the first spot to promote his Tingly Ted’s hot sauce range, “a dip designed to make you smile, not sweat,” musician Ed Sheeran is teamed up with a fuzzy bear called Ted: a grouchy mascot who is only happy when he’s dolloping the condiment onto his plate.
Starting out as an idea from Sheeran himself, two flavors are being brought to supermarket shelves via the newly launched Ventures arm of Warner Music Experience (WMX), Warner Music Group’s music culture, media and content business.
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