GE Uses Hot Sauce to Burnish Image With Young Recruits
- Manufacturer fights to `stay relevant' to younger audiences
- Marketing prof warns `try too hard to be hip' and you aren't
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General Electric Co. is overhauling its business, moving away from finance toward big machines such as gas turbines and jet engines. Now the industrial behemoth has a new product to promote its engineering prowess: hot sauce.
A limited run of the tongue-scorching condiment, created with the help of High River Sauces, was designed to drum up interest in GE’s advanced materials that can withstand high temperatures. The sauce, sporting packaging made of the silicon carbide used in jet engines, went on sale Monday on Thrillist’s website.