CASA AZUL: BUILDING A CAMPUS BRAND MOVEMENT

Creative State recruited and managed a hand-picked network of student ambassadors who authentically embedded Casa Azul into campus life through retail, social content, influencer partnerships, football weekends, and local events across the country’s most influential universities.

Challenge

Casa Azul wanted to introduce a new ready-to-drink tequila soda to legal drinking-age college consumers by becoming part of campus culture—not just another beverage sponsor. The challenge was creating authentic, peer-to-peer advocacy that would drive awareness, trial, retail purchase, and long-term affinity across multiple markets simultaneously.

Solution

Creative State developed and managed a collegiate ambassador program across 12 universities in seven states, recruiting influential students to authentically integrate Casa Azul into campus culture through retail activations, events, social content, and influencer partnerships.

What We Delivered

• Recruited and trained 12 student brand ambassadors
• Activated across 12 major universities
• Executed bar and retail promotions
• Produced on-campus experiences and tailgates
• Created ambassador-driven social content
• Partnered with local influencers
• Managed merchandise production and fulfillment
• Delivered reporting, insights, and optimization throughout the program

1. Strategy
2. Creative
3. Field Talent 
4. Production

Results

12 Universities Activated

Built an authentic presence across premier college campuses nationwide.

18,000+ Students Sampled

Introduced thousands of legal drinking-age consumers to Casa Azul through direct product trial.

200+ Campus Activations

Executed a semester-long calendar of events, tailgates, bar nights, and experiential moments.

140+ Retail & Bar Activations

EConnected campus engagement with local retail and on-premise accounts to drive purchase.

250+ Social Posts Created 

Generated authentic ambassador-led content that extended the program’s reach beyond campus.