Caleb Pressley Helps Chica~Chida Sell ‘The Nutsack’

Chica~Chida dropped a product called "The Nutsack."

The limited-edition party pack comes with 10 peanut butter agave shooters in a burlap sack and arrives alongside the brand’s first-ever campaign.

To launch it, Chica~Chida brought in Caleb Pressley, a content creator and sports personality with 1.8 million Instagram followers, as creative director.

Pressley’s involvement started before the campaign officially took shape.

When a friend introduced him to the brand, hoping he'd recommend someone, he decided to take the role himself.

"I think they were hoping for a music star or something.

But I tried it and liked it so much that I asked them if I could just do it myself. Love at first taste," Pressley told DesignRush.

The partnership quickly turned into the brand’s first campaign, giving Chica~Chida an influencer-led rollout instead of a traditional endorsement push.

When the Reveal Is the Whole Point

The hero video featuring Vincent Gigante opens with three grandmothers receiving cheeky texts about a "nutsack" mid-game.

The reveal is a burlap sack full of Chica~Chida shooters.

When asked whether anything about the campaign gave him pause, Pressley kept it short.

"Short answer: no. Long answer: no, not at all. 'We didn't come this far just to come this far,'" he said.

The campaign was directed by Mackenzie Andrews and produced by Chica~Chida.

Supporting content featuring Pressley and Glenny Balls is also rolling out across social media.

The Numbers Behind the Joke

Chica~Chida is the fastest-growing independent flavored agave spirit in the U.S., per NielsenIQ 2025 data.

It accounts for 57% of the peanut butter category dollar growth, and the brand has expanded to 31 states since launching in 2024.

Chica~Chida Co-Founder Sam Hirsch framed the brand's growth around a community that actually cares about each other.

"We've always said this brand is about good times, good people, and not taking the moment too seriously," Hirsch added.

"'The Nutsack' is exactly that, a product we probably shouldn't have made but absolutely had to."

The campaign name also came from within. When asked about the internal reaction to its approval, Pressley said whoever came up with it deserved a promotion.

They later found out the person was already as high in the company as someone can be.

Pressey was equally direct on keeping humor from becoming a gimmick.

"It's all we got, so we're gonna try to ride it till the wheels fall off.

If we were hotties, we would go with that, but we're not. Close... But still technically not hotties. Play the cards you're dealt," he shared.

For a brand built on self-awareness, this might be the most honest growth strategy in the spirits market right now.

What Other Brands Miss About Humor Marketing

Chica~Chida's launch shows how humor-first brands can build credibility without abandoning the joke.

It proves that irreverent humor works when the brand fully commits.

Here are three lessons from this drop:

• Commit to the bit. Brands that hedge their humor lose it before the audience even decides how to feel.
• Let the product be the punchline. Marketers should build the reveal into the narrative so the product earns the laugh.
• Partner with influencers who want in. Teams should prioritize strategies that give creators ownership over execution.

Viral marketing campaigns that last aren't built on a single joke.

Humor ny works when it feels like the brand has nothing to prove and everything to share.

Our Take: Can Funny Scale?

Chica~Chida has something most humor-first brands burn through early.

The voice stays consistent without depending on each joke being bigger than the last.

We think that Pressley's involvement changes the math. 

Pressley joining as a creative director and part of the community is a different arrangement than a standard spokesperson deal.

This distinction matters when the brand needs to grow beyond the people who found it funny first.

If the brand can turn "The Nutsack" into a recurring franchise, it has a longer runway than most brands of this size ever get.

Small brands with big voices need agencies that understand how to grow without losing what made them work.

Find top creative agencies in our directory.