Calirosa
©Kingsland
Lead Strategist : Douglas Brundage,
Creative Director: Bertha De La Torre
Designer: Divyakshi Kedia
Creative Campaign
Brand Messaging,
OOH,
Digital
A bold campaign for Calirosa, helping a pink tequila stand apart in a crowded category and clearly own what made it different.
Challenge
Calirosa was launching into one of the fastest-growing and most crowded spirits categories in the U.S. Made traditionally but finished in California red wine barrels, the product had a distinct pink hue that made it memorable, but also easy to confuse with rosé. The challenge was to build awareness for a new kind of tequila while making the product story simple, clear, and desirable.
Approach
We centered the campaign around sharper product messaging, leading with “100% Tequila” to remove confusion and make the category instantly clear. From there, we built a visual and verbal system that leaned into Calirosa’s pink liquid, wine-barrel finish, and high-fashion edge. The creative balanced education with attitude, using bold product photography, confident messaging, and a rosé-adjacent color world to make the brand feel stylish without losing sight of what the product actually was.
Results
The campaign helped Calirosa build a clearer, more ownable position as a trailblazer in the Rosa Tequila category. Awareness and brand recognition lifted by over 50% during and after the campaign, while the messaging helped reduce consumer confusion around whether the product was rosé, tequila, or something in between. The work also extended across digital, OOH, and trade media, with coverage in Forbes, Ad Age, Travel + Leisure, and more.