Mike’s Hot Honey: The DeDrizzler

The Situation: Mike’s Hot Honey can be drizzled on everything from mac and cheese to a charcuterie board, cocktails, and the spiral baked ham that sits at the center of the holiday table. So heading into the holidays, Mike’s Hot Honey wanted to make one thing clear: it’s the condiment that belongs alongside the holiday spread.

The Insight: If you’re going to show up to the holiday table, you have to look your best. That’s why you don’t see plastic bottles sitting next to fancy holiday china. Gravy has a boat. What could Mike’s Hot Honey have?

The Strategy / Brief: Create a serving vessel for Mike’s Hot Honey that proves it deserves a place on the holiday table.

The Idea: The DeDrizzler, the first-ever hot honey decanter. Handcrafted to enhance every sweet and spicy note of Mike’s Hot Honey, while looking damn good on the holiday table.

The Results: Consumers and the press agreed that the DeDrizzler would look damn good on their holiday table. With zero paid media support, the DeDrizzler earned over 1.3 billion earned impressions and sold out in just 31 minutes.

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Agency: Another Thing

Role: Head of Strategy

Year: 2025