Texas Pete Returns, and He's Packin' Red-Hot Straws

Freakiest mascot ever?

When some faceless cowboy in red leather offers you a spicy-hot straw … you should take it, right? Nothing creepy there.

Texas Pete’s mascot returns this week with “Yeehaw Straws.” Campaign materials promise that the “limited-edition creation turns any beverage into a bold, tongue-tingling experience just in time for summer.”

Let’s check ’em out, pardner:

We’re sure that’s not the devil?

Beyond straws up for grabs through a social giveaway, “the bigger play is cultural,” the hot-sauce brand says. “Texas Pete wants fans sharing and asking for more—laying the groundwork for future retail partnerships or a larger rollout.”

“Even though the Yeehaw Straw isn’t currently widely available, Texas Pete wants its fans to think ‘outside the plate’ when it comes to their beverages this summer and encourage them to incorporate some of its iconic flavors to help inspire consumers as they sip.”

Creative agency McKinney developed the campaign.