Sneakers and streetwear brands have mastered the art of hype.
But how do you make the release of new salsas and taco seasonings feel as exciting and urgent as a fresh streetwear collab?
Easy. You collab with a streetwear brand to drop them like new sneakers.
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. The artists at UPRISERS combined their authentic heritage with the rich Mexican history of Cholula to create super limited-edition clothing.
These poncho-hoodies, trucker hats, t-shirts, and tote bags were then only made available as part of less than 500 box sets alongside the new products from Cholula. They sold out in under ten seconds and were up on Ebay within the hour.
To build that level of anticipation, we posted cryptic teaser content on social media from both brands’ accounts leading up to the big announcement. Once the collab was officially public we shared countdowns, posted pics and videos of the clothing, salsas, and seasoning, and then just kind of let the internet handle the rest.
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.That sounds like a hype drop to us.
case study
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