Fireball FireKeg Launch

Fireball

Overview

FIREBALL FIREKEG LAUNCH.

This work was completed by Divide, an independent division of Multiply.

Fireball, the iconic cinnamon whisky, upped the ante with their latest limited-time offer: the FireKeg. Full to the brim with 5.25L of straight Fireball, the FireKeg is a first-of-its-kind, a perfect bombshell for tailgating season.

Fireball called on us to light the fuse and help drive buzz during a notoriously cluttered time. The goal? One billion media impressions.

Expertise

Beverage
PR

EXPLODING ON THE SCENE.

For the launch, our strategy was to let the FireKeg speak for itself. We executed a news bureau program that broke the news of the launch with an exclusive via Delish, then going wide with key publications.

We also hosted an exclusive press event so media and influencers could experience the FireKeg IRL, as well as a small consumer sweepstakes to ignite fans’ tailgates courtesy of Fireball.