CHALLENGE

Launch Pica Rica, a new tequila with an unexpected sweet-and-hot flavor (pasilla chile and tamarind), in bars and restaurants. Tequila is one of the most crowded shelves in the bar, and a new brand gets seconds to earn a second look.

IDEA

A flavor this unexpected deserved a campaign that wasn’t what it seemed either. Flip Your Night invites drinkers to take their night somewhere they didn’t plan, with artwork that literally flips. Turn any piece upside down and it reveals a second image. Its world draws on Mexican folk art and the classic tale of the rabbit and the coyote, two opposites forever chasing each other, just like sweet and heat.

MY ROLE

I led the campaign from idea through execution: concept development, design exploration and rollout.

RESULTS

Piloted in bars across select test markets like Tempe, Arizona and Gainesville, Florida, giving the brand a distinctive on-premise launch toolkit built to stand out in a crowded back bar.