FIREBALL WHISKY FOR THE ELDERLY
FIREBALL WHISKY FOR THE ELDERLY
Role: Associate Manager, Social and Influencer, and ideation on PR stunt.
INSIGHT
Most people might have pictured the conventional Fireball drinker as a frat boy in his early 20’s, partying on the weekend. The truth? Fireball has a high household penetration with those over 60. We decided to pay homage to the baddies who are still enjoying Fireball in a two-part campaign: Lifetime Supply and Grandma Droniak’s Social Takeover.
PR Stunt: Lifetime Supply of Fireball
Why does Gen-Z love old people? They are unfiltered, mischievous, and love to partake in some dark humor. Our response: Give away a Lifetime of Supply of Fireball for those over 90-years-old. You might not be around for a much longer time, but Fireball will guarantee that it’ll be a fun time! Forbes covered the wrap up story, here.
The Results:
2.5 Billion + Impressions
492 Placements (including The Colbert Show)
790 online submissions
Influencer Campaign: Grandma Droniak Takeover
We couldn’t launch a Fireball for Old People campaign without the internet’s favorite Grandma, Lillian Droniak. With 18M+ followers across all social platforms, Grandma Droniak is the embodiment of sass, mischief, and IDGAF-ery.
The twist? We didn’t just contract her for a couple of posts. We told a story. For the month of April, Grandma Droniak took over the Fireball Instagram feed. With a combination of her iconic video content and boomer-esque content we created in-house, we grew Fireball’s following and engagement in April by +255%.
The Results:
2.7 Million Organic Views
549k Engagements
13.82% Engagement Rate
