Cholula x UPRISERS “La Familia Kits”
Sneakers and streetwear brands have mastered the art of hype. But how do you make the release of new salsas and taco seasonings feel just as exciting and urgent? Easy. You collab with a streetwear brand to drop them like new sneakers or whatever the latest drip may be.
So we partnered with one of the hottest up-and-coming streetwear brand, UPRISERS, to create La Familia Kits: a hype drop centered around Cholula’s two new product lines. And together we combined UPRISERS heritage of authenticity with Cholula’s rich Mexican history to create super limited-edition boxed set that set you up right for taco night—from your food to your fit.
LAUNCH VIDEO
We launched with a video that showed how Cholula’s La Familia Kits could bring all the flavor to your next taco night—and like we said, they sold out fast. But on top of that we hit almost a billion impressions before the collab even dropped. In total, we made 1,038,382,111 impressions across 1,330 media placements.
THE LOOKS
THE STUFF
We created 2 versions of the limited edition boxed sets that had a combination of poncho-hoodies, trucker hats, t-shirts, and tote bags alongside Cholula’s new taco seasonings and salsa. All of them sold out in under ten seconds (yes, TEN SECONDS) and were up on Ebay within the hour.
Teaser Content
To create anticipation for the drop, we posted a mix of cryptic and lookbook-style teaser content on social from Cholula’s and UPRISERS’ accounts. We shared countdowns, posted pics and videos of the clothing, salsas, and seasoning, and then just kind of let the internet handle the rest.
Agency: Fitzco
Head of Creative: Ryan Boblett
ECD: Hannah Oates-Williams
ACD CW: Ashlyn Taylor
Sr. Team: Alejandro Mandujano (AD) / Nick Hulsey (CW)
Producer: Halle Griffee
Brand Partners: UPRISERS
Fashion Designers: UPRISERS (Michelle K. Hanabusa) ft. Oscar Utierre
Director + Photographer + Editor: Ryan Feng