Feel the Burn—I Double Dare Ya.
*** HOT BLOG WARNING: Proceed with caution. Or don’t. I’m not your mom.***
Some brands whisper. Double Dare Ya prefers to scream—kind of like I do when I use too much Ghostly Fury in my burrito.
This line of scorching-hot dry seasoning blends is made for people who don’t flinch at heat, don’t read warning labels and definitely don’t stop at “medium.” When Double Dare Ya launched, I came in—pens blazing—to write copy for the packaging, website and everywhere in between. And yes, I survived to tell the tale.
Packaging Copy: Flavor First. Fire Always.
I wrote the on-pack flavor copy for all three unapologetically hot blends, making sure each one clearly told you two things:
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What it tastes like
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How badly it wants to challenge you
The goal wasn’t subtlety. It was clarity, with just enough heat to make you break a sweat (and a smile). These blends don’t pretend to be friendly. They dare you to try them anyway.
SRIRACHA GOTCHA
Taste buds, meet our hot and tempting Sriracha Gotcha—a mouthwatering mix of tangy vinegar, punchy garlic and chilis. It’s more simmer than sizzle and more flavor than fire because sometimes you crave all the bold without the five-alarm burn. And we respect that.
HABANERO HOT HUG
For those who crave the warm embrace of red-hot, savory heat, there’s Habanero Hot Hug—a scorching blend of habanero, garlic and red pepper. It’s epic on wings. Killer on mac & cheese. And veggies? Absolute fire. Once you’ve had a taste, there’s nothing you won’t do for more.
GHOSTLY FURY
Dare to devour the haunting heat of ghost pepper in our signature Ghostly Fury seasoning blend. It simultaneously sets your senses ablaze while making your mouth water with savory hits of garlic, onion, herbs and spices. There’s no need to be afraid. Just consider yourself warned.
The Website: Hot Takes Only
From the homepage and brand story to additional flavor descriptions, I wrote the entire Double Dare Ya website with one rule in mind: no lukewarm language allowed. Every headline and blurb had to crackle with enough heat and attitude to encourage readers to stop whatever they’re doing and place an order on Amazon. Or run to Walmart. Whichever’s faster.
Influencing, But Make It Dangerous
When it came time to send the blends out into the world, I also got to name the influencer combo pack. And honestly, this one wrote itself:
THE HOT BOX
The brand sent out this trio of fiery blends to brave mouths everywhere. I wrote the copy for the box itself, too. Because if you’re going to open something called The Hot Box, the words inside better live up to the name.
Box copy: Side 1
EAT ‘EM AND WEEP
3 LEVELS OF HEAT THAT MAKE BORING MEALS BEG FOR MERCY.
Box copy: Side 2
EVERYWHERE YOU DARE
MEAT
VEGGIES
EGGS
PIZZA
POPCORN
CHILI
CHIPS
MAC & CHEESE
& MORE
Box copy: Top Flap
The heat’s in here.
OPEN…IF YOU DARE.
Hot, Hot, Hot!
This project was straight FIRE: bold flavors, fearless branding and copy that never leaves you feeling burned. Huge thanks to the B&G Foods team for trusting me to bring the heat—and for proving that sometimes, the best brands are the ones that dare you to take big creative risks.
Careful out there. Or don’t.