Some years ago I came back from Cambodia with my bag full of hot sauce. The heat varied significantly from bottle to bottle, partly because the bottles were filled sub-regionally, not quite town by town, but just about. It was so good. It was fruity, and sour, and a little salty and had just the right amount of heat(well that varied), and after I saw it being made and put into a bottle I realized I need to take a bottle home. The long I stayed the more I bought, until, I quite a few bottles.
Upon re-entering the states I was of course singled out by agricultural control. My bag was exr-ayed and as I stood at the counter with my ex standing frustrated at the end of the causeway a few more officers showed up.
My memory has changed the exact conversation, but the short version went a little something like this:
Gruff Irritated Officer- “What’s in the bag? Snake wine? Oil?”
Me- “No hot sauce. I put it on my declaration. I even have receipts, well sort of. Because…”
Gruff Irritated Officer- “You know it’s a felony to import snake wine or oil into the”
Second Officer - “Hey you should look at this?”
Three officers peer into my bag and the second officer pulls out a poorly packed bottle.
Second Officer - “You really like this hot sauce? Nobody brings back hot sauce. Is it good?”
Me- “Yes. It’s soooo good. You should try it on fries.", I pointed to his lunch. ,"Want some?”
Second Officer- “No. But”
Gruff Irritated Officer- “Do you have any live fruits, plants, or other contra band?”
Me- "No. Err - I have a pack of durian gum I forgot that I had in my pocket. "
The other two officers behind the desk start to laugh. The two behind me, that I didn’t pay any attention to call into their mics and start to leave.
My former love yells (complete with interrobangs), “Seriously‽ Do you have to talk to everybody‽”
Gruff Irritated Officer-“Welcome to the United States.” Some sort of stamp was applied to a pice of paper. “Enjoy your hot sauce.”
I get hot sauce love. People who love something sometimes like to show the love.
That said, I generally don’t advertise for product or service unless they are paying me, or unless it’s too much work to debrand an object. That said, I’d totally have worn a t-shirt to promote that hot sauce, that I will never find outside of Cambodia, just because it was soooooo good.
Also, I like the weird Sriracha label. It’s like the branding/philosophy of Braggs products, Dr. Bronner’s soap, and YKK zippers.