Tabasco wants to be the choice for those who are unafraid of a little heat, both in their food and their journey through life. The underlying idea draws inspiration from Robert Frost's famous poem, "The Road Not Taken,"which talks  about making bold choices and taking unconventional paths in life. And by embracing Tabasco's spiciness one makes a bold and unconventional choice. It's about courage and confidence. Its about appreciating bold flavors and being willing to venture outside one’s comfort zone.