SQUIRT SODA
Elevating a Cultural Classic: Squirt Soda Paloma Campaign
The Client
Squirt Soda is a well-known citrus beverage brand looking to deepen its connection with Latino consumers during key cultural moments. In honor of Mexican Independence Day and Hispanic Heritage Month, Squirt partnered with The Colibri Collective to highlight a beloved beverage recipe and drive retail sales with bilingual audiences.
The Challenge
Squirt Soda sought to authentically connect with bilingual Latino consumers during a culturally significant time while increasing product visibility and driving in-store sales at partner grocery locations. The campaign needed to balance cultural relevance, brand storytelling, and performance-driven digital strategy.
The Paloma—a classic grapefruit-based cocktail—is deeply tied to cultural celebrations and social gatherings. By highlighting this familiar recipe, the campaign positioned Squirt as a key ingredient in meaningful moments.
The Strategy
Cultural Campaign Concept
Colibri centered the campaign around the Paloma recipe, positioning Squirt as an essential part of holiday celebrations and shared cultural experiences.
Multichannel Digital Campaign
A targeted digital strategy was deployed across platforms, including:
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Instagram Stories & Reels
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Pinterest for recipe discovery and inspiration
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Programmatic digital advertising
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Geo-Targeting & Retail Activation
We implemented geo-fencing around competing grocery stores and high-traffic retail locations, ensuring ads reached consumers at key decision-making moments leading up to the holiday.
Creative & Content Development
The campaign featured highly engaging video and digital ads, supported by a dedicated landing page showcasing the Paloma recipe and driving product consideration.
The Colibri Impact
By combining cultural insight, creative storytelling, and precision targeting, Colibri helped transform a simple recipe into a powerful brand moment. Connecting Squirt with Latino consumers in an authentic and memorable way.