- Fireball Cinnamon Whisky has launched a rivalry-fueled campaign timed to the beginning of the school and NFL football seasons, in keeping with details shared with Marketing Dive.
- Key to the campaign are latest ads that feature comedians Andrew Santino and Stavros Halkias and poke fun at the extraordinary rivalries tied to football fandom. The brand will even launch its first-ever paid campaign on TikTok.
- The ads will air during Big 10 and Notre Dame college football games on NBC and can begin airing across the NFL season starting Sept. 6 when the Philadelphia Eagles face the Green Bay Packers, a game through which Fireball shall be the exclusive sponsor of the second quarter.
Fireball, a whisky brand owned by Sazerac, is tapping into football hype for a brand new campaign that might help it grow loyalty across a wider audience. Notably, creative for the campaign will help support Fireball’s first-ever paid campaign on TikTok, a move that might help the brand ring a bell with key consumers like Gen Z. While the whisky brand could possibly be considered a late-comer in terms of paid promoting on the app, the move is a signal of how much cultural impact the social platform continues to have amongst helpful younger generations.
Ads for Fireball’s campaign, available in each 15- and 30-second formats, bring to life a few of the outrageous bets made by football fans across the end result of a game. In “Tattoo Time!” comedians Santino and Halkias are seen reacting to the conclusion of a game before taking Fireball shots and making good on their bet to offer the supporter of the losing team (Halkias) a lower back tattoo. In a second spot, the duo is seen in an identical scenario, this time with Halkias promising to shave off his eyebrows. The ads were created internally alongside Jumpsuit Agency, which handled production, VFX and sound.
The ads began running in August and can air in the course of the biggest Big 10 and Notre Dame college football games on NBC, per release details, including pre-game Saturday Fire hype segments and pre-game and in-game spots. Alignment with the NFL season will begin with the Philadelphia Eagles and Green Bay Packers game, a Peacock-exclusive match-up which is being hosted in Brazil. Involvement in that game will include pre-game and in-game spots along with Fireball serving because the exclusive sponsor of the second quarter.
Throughout the remainder of the season, Fireball’s creative will run adjoining to all Sunday Night Football games on Peacock. Additionally, the creative will air across a wide range of streaming ESPN properties, on YouTube and across Meta.
Other marketers beyond Fireball have sought to tap into football hype. For instance, State Farm this week unveiled a brand new campaign timed to the kickoff of the NFL season that promotes the corporate’s bundling capabilities and Personal Price Plan alongside talent like Kansas City Chiefs’ Patrick Mahomes. Also this week, Buffalo Wild Wings launched a brand new campaign that pairs its CGI buffalo mascot with former Philadelphia Eagles center Jason Kelce.
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