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There are plenty of cowpokes, Southern twangs, guitar riffs and rugged vistas in a new ad campaign from the Texas-based Ranch Rider Spirits Co. But the brand leans into sight gags, sound effects and slapstick jokes rather than earnest Americana for its highest-profile marketing push to date.
The fast-growing startup, which initially sold its ready-to-drink cocktails from a food truck, is promoting the return of a fan favorite flavor, Jalapeño Ranch Water.
In a series of wacky short videos with a “hide the jalapeño” theme, the hero hot peppers wind up in unlikely places, like chilling in an easy chair and sitting under someone’s bushy mustache, literally.
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