Our target exposed their incredible passion for hot sauce; they're essentially addicts who put Frank's RedHot on a wildly diverse selection of foods: "You can put Frank's on just about everything...eggs...popcorn..steak...pizza...soup." It is with this notion that Frank's redefined the hot sauce experience as less about pain thresholds and more about enjoying foods to the fullest. Where rational product comparison and cutthroat sales promotion previously failed, "I Put That Sh*t On Everything" and Ethel (the sweet, innocent old lady who seems to deliver the line in the least appropriate circumstances imaginable and gains viewers' trust) succeeded, and then some.