Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
Lone River Ranch Water—which quickly catapulted from its Far West Texas origins to national hot seller, putting its no-frills agave-based canned cocktails and the subcategory on the map—has dropped its first brand extension with a margarita-inspired drink.
Ranch Rita, with 6% alcohol by volume, key lime and “hints of tequila spice,” debuts with a campaign starring actor-musician Ryan Bingham, who helped introduce the flagship product and its “Follow It West” tagline last year.
In work created by the brand’s new agency GSD&M, Ranch Rita is both a cocktail and a woman who’s “salty, sweet—both when she wants to be,” according to the hero ad that tips its Stetson to female-inspired tunes like Van Morrison’s “Brown Eyed Girl”— “Ain’t no songs about her, cause y’all, she plays her own music.”
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in