Here’s a great example of a company not being afraid to have fun with its brand. Sazon Mas Guapo is a spice blend. An organic, kosher spice blend. Lots of those on the market. And most of them are probably good. But so far we’ve only seen one that interested us enough to make us wanna try it. That’s got nothing to do with the product and everything to do with the mustache and the label (and, OK, yeah, the word zestilicious). We have little doubt that these guys take their product seriously. You have to. They take their brand seriously, too. (This stuff doesn’t happen by accident.) But they don’t take themselves too seriously. And that’s why they’ll win. To put it another way (you may have read this here before): Fun sells.