Working alongside a third party activation studio, the Texas A&M tailgate experience brought Madam Paleta to life as a full walkthrough environment.

Designed to mirror the paleta cart culture of Mexican street vendors, the activation featured umbrellas, carts, and a curated flow that offered guests a cool, shaded escape from the Texas heat while serving paletas, flavor infused tequila, and pure brand energy.

The result was an immersive moment that translated the spirit of Madam Paleta from bottle to real life experience.