the mind over mild program

some people are afraid of spice. however, food experts say we can actually train our minds to handle spicy food.

we decided to create a 5-step program to help people overcome their fear of spicy foods and prove that sriracha can be for everyone.

step 1: admit

digital screens designed to trigger spicy food phobics will direct viewers to instagram to reach the next step.

step 2: accept

we’ll repurpose inspirational quotes, inspiring spicy food phobics to accept their fear and try to overcome it.

step 3: face

our microsite will recondition and desensitize the mind with a montage overload of spicy imagery. we’ll adapt noses to spicy scents with our sriracha-infused candles and diffusers.

step 4: practice

ar technology helps phobics apply theory to practice. push notification reminders at mealtimes will prompt them to scan their dish. we’ll recommend “the dosage” and how to apply sriracha.

step 5: master

reaching the point of sriracha purchase means one has conquered their fear, and deserves a certificate of spice, complete with a name-generated spice master title.

masters can order personalized sriracha bottles with their unique name printed on it.

AD/CW: MARIANA COELHO AD/CW: SARAH OLICKER AD/CW: TORI ROY