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

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.