The Ask: Anheuser-Busch teamed up with cultural icon Travis Scott to introduce Cacti, the first-ever tequila-based hard seltzer. To generate maximum buzz and cultural relevance around the launch, the brand was looking for a high-profile, attention-grabbing rollout that would make a statement.
The Solve: To kick off the launch with maximum impact, we staged a headline-grabbing PR stunt during Grammy weekend in L.A.: Travis Scott surprised fans by hand-delivering Cacti from a custom-wrapped delivery truck. Strategic social seeding turned the moment into a viral spectacle—bringing traffic to a standstill and flooding media and social channels with wall-to-wall coverage.
My Role: Creative direction / Original concept.
