Ranch Rider hides jalapeños in weird places to announce return of popular product

Callen created absurdist vignettes and activation for Austin-based ranch water brand to celebrate a spicy comeback

Published On
Aug 25, 2021

Editor's Pick

In a series of absurdist spots for Austin-based Ranch Rider Spirits Co, a long-lost jalapeño makes a welcome return, greeted by the whoops and hollers from ornery and forthright locals. The excitement is palpable, even if it isn’t immediately apparent what went away.

The campaign from Callen plugs a limited re-release of the brand’s Jalapeño Ranch Water, a tequila-infused hard seltzer created with Seager Co. that returns to shelves for 30 days just ahead of Labor Day. Customers have been asking for the flavor since its brief appearance last summer. “The Jalapeño Ranch Water has been the most requested SKU on social media for over a year,” said Quentin Cantu, co-founder of Ranch Rider Spirits, Co. “We knew it was the perfect time for it to make a comeback.”


Directed by Craig Allen, Callen’s founder and chief creative officer, the spots kick off with a gritty Western sensibility that quickly pivots to the surreal. A search ends in the last place you look. An unexpected visitor brings a welcome gift. And the best things are sometimes right under your nose.

Other marketing efforts are equally off-the-wall. The brand will be hiding jalapeño trophies in cities in key markets, sending social media followers on a scavenger hunt to find them. On Sept. 9,  Ranch Rider will also be holding a homecoming-themed launch party in Austin celebrating Jalapeño’s return to the market. 

Late last year, beer business trade mag described ranch water as the next big seltzer trend, with companies such as Anheuser-Busch InBev entering the fray.



Aug 25, 2021
Client :
Ranch Rider Spirits
Agency :
VP Creative and Marketing :
Sean Curran
Brand Director :
Monique Ramos
Brand Manager :
Alex Phillips
Founder Chief Creative Officer :
Craig Allen
Writer :
Kyle Davis
Art Director :
Matt Nall
Account Supervisor :
Payton Brown
Producer :
Janice Woods
Director :
Craig Allen
DP :
James Lee Phelan
Editor :
Editor :
Gavin Cutler
Editor :
Brendan Hogan
Audio Mix :
Dusty Albretz
Color :
Dan Stuyck
Buring Tractor
Wes Meyers

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