Rico Tepache is Austin Eastciders' take on a delightful, traditional Mexican beverage made up of pineapple, brown sugar, cinnamon, and ginger chilled to perfection. The new drink came to market in March 2024 after a close-knit collaboration with Mexico City artist, Raul Urias.
Challenge
Authenticity and awareness easily identified as the biggest priorities since putting a Texas-twist on a traditional treat is risky and could be perceived as cultural appropriation (or worse) without proper research efforts considered throughout development.
As with any new brand, awareness is key when it comes to pushing for product placements and sales. By keeping the Austin Eastciders name present on the can, we lent existing brand equity to Rico Tepache.
Authenticity and awareness easily identified as the biggest priorities since putting a Texas-twist on a traditional treat is risky and could be perceived as cultural appropriation (or worse) without proper research efforts considered throughout development.
As with any new brand, awareness is key when it comes to pushing for product placements and sales. By keeping the Austin Eastciders name present on the can, we lent existing brand equity to Rico Tepache.
Early conceptual sketches of Rico Tepache, Raul Urias
Direction
Cross-platform launch campaign kicked off during SXSW and run through May.
3 billboards placed in high-traffic areas around Austin, TX from March to July 2024.
Branded influencer packages deployed with merch, samples, and Rico Tepache's story.
Web and social takeover with Rico Tepache brand assets.
Partnership with Austin-based comedy troupe Latino Comedy Project.
Weekly print ad placements in the Austin Chronicle.
Radio spots with 100.1 Sun Radio.
Digital display ads with Do512, Austin Chronicle, and Sun Radio.
Cross-platform launch campaign kicked off during SXSW and run through May.
3 billboards placed in high-traffic areas around Austin, TX from March to July 2024.
Branded influencer packages deployed with merch, samples, and Rico Tepache's story.
Web and social takeover with Rico Tepache brand assets.
Partnership with Austin-based comedy troupe Latino Comedy Project.
Weekly print ad placements in the Austin Chronicle.
Radio spots with 100.1 Sun Radio.
Digital display ads with Do512, Austin Chronicle, and Sun Radio.
Left board - i35 N near Mueller.
Right board - behind Yeti on S. Congress.
Third board (not pictured here) - Airport Blvd.
Results
Positive reception from media– praising Rico Tepache "as thoughtful as a love letter"
Successful industry launch night held at Moody Center in Austin, TX.
Increased awareness and curiosity from OOH drove foot traffic to our taproom.
More placements secured in a shorter time frame than Eastciders' first Imperial cider.
Positive reception from media– praising Rico Tepache "as thoughtful as a love letter"
Successful industry launch night held at Moody Center in Austin, TX.
Increased awareness and curiosity from OOH drove foot traffic to our taproom.
More placements secured in a shorter time frame than Eastciders' first Imperial cider.
