It Burn So Good

The Brussels-based hot sauce brand SWET has launched a new campaign that blends humour, creativity, and excitement in collaboration with Unknown Collective.

The initiative celebrates the richness of SWET’s flavours and its unique position in the market as a producer of natural, handmade hot sauces from Brussels, now available in multiple countries, supermarkets, and restaurants.

SWET offers hot sauces that don’t aim to “burn your mouth” but to enhance taste. Light, balanced, and carefully crafted, they deliver intense yet controlled pleasure, true to the brand’s DNA. Made from fresh, seasonal ingredients sourced from local or organic farms, the sauces are free from added water, contain zero fat, and are low in calories, while still offering bold and authentic flavours.

The new campaign features two films produced by Unknown Collective that illustrate, with humour and surprise, the controlled intensity of SWET sauces. Each film includes a real stunt in which a character literally catches fire after tasting the sauce — yet remains in ecstasy, fully savouring the flavour. Filmed entirely on 16mm, the approach underscores human craftsmanship and genuine production at a time when AI increasingly dominates visual creation.

The campaign will unfold in two stages. Beginning in Brussels on November 3, 2025, the first phase features a launch stunt shared by influencers to spark surprise and organic buzz. The second phase unveils the full film, released by SWET and Unknown Collective, showcasing the complete creativity and visual style of the project.

SWET sauces are available internationally in supermarkets and restaurants, continuing to attract spicy food lovers seeking natural, handcrafted products.