Key Takeaways
- Chili's $6 "Radical 'Rita" is a color-changing margarita featuring dragonfruit and Blue Curaçao, available through May.
- '90s TV star Tiffani Thiessen headlines a national streaming campaign directed by Mike Diva, using nostalgia to engage consumers who crave the familiar while seeking new, innovative experiences.
- The drink continues Chili's Margarita of the Month momentum, which drove over 25 million margarita sales in 2024.
The '90s are back on the rocks at Chili's Grill & Bar.
The casual dining giant has teamed up with TV icon Tiffani Thiessen for its latest Margarita of the Month special.
Dubbed the "Radical 'Rita," the limited-time $6 cocktail will receive a full-on vintage ad push launching across Peacock and streaming platforms this May.
The drink is crafted with Lunazul Blanco Tequila, Monin Dragonfruit, Blue Curaçao, and Chili's house-made sour mix.
The vibrant cocktail transforms from hot pink to electric purple with a quick stir of its custom '90s-inspired swizzle stick.
The restaurant's Margarita of the Month program is an industry-leading value play that helped Chili's move more than 25 million margaritas in 2024 alone.
In a press release, the "Saved by the Bell" star spoke about how Chili's is bringing back the good times.
"Everyone knows me from my days on America's favorite '90s sitcom, but what they might not know is that I also love a great margarita — and some of my favorite early memories with my husband were made at Chili's."
Chili's is capitalizing on nostalgia marketing with its latest offering, pairing a retro visual experience with a beloved '90s TV star to drive engagement.
The campaign highlights how accessible price points and pop culture callbacks can refresh brand relevance in the crowded casual dining space.
A $6 Flashback
In a national spot directed by "Saturday Night Live" alum Mike Diva, Thiessen takes center stage as the calm eye in a neon-colored storm.
While fellow guests are "attacked" by over-the-top '90s tropes, she raises her glass with unbothered cool to remind viewers that some things — like Chili's and a good marg — never go out of style.
The "Radical 'Rita" marks a new chapter in Chili's strategy to fuse pop culture with product, driving buzz and bar sales through limited-edition menu items that are fun, affordable, and highly Instagrammable.
Previous Margarita of the Month flavors like the Witches Brew Marg and Lemon Drop Marg have helped solidify the chain's reputation as the cocktail's volume leader in U.S. casual dining.
View this post on Instagram
The campaign is set to run throughout May across digital platforms, with in-restaurant promotions rolling out nationwide.
This push reinforces the brand's commitment to staying relevant and creatively engaging customers, building on its track record of innovative campaigns.
Back in February, Chili's teamed up with Lifetime to launch the first-ever film in honor of National Margarita Day.
Later in April, the brand unveiled a satirical campaign aimed at competing with rising fast food costs.
