Fireball Whisky | Consumer Engagement
Despite Fireball Whisky being one of the most popular spirits on the market today the brand still needed to build awareness and drive trial to continue to grow. Unlike many other spirits brands, Fireball did not rely on traditional media for growth, instead, the brand was built through grass roots marketing at the bar level. Our challenge was to create a consumer engagement plan that reached people at mass scale and penetrating new audiences in that same authentic Fireball way.
G7 worked with the brand to map out a tiered music and lifestyle festival plan steeped in consumer relationship building and sampling. Now in its third year, the program encompasses an event portfolio of over 100 of the top U.S. festivals annually, reaching a diverse and growing community of Fireball fans.
Building on the success of the festival program, Fireball has asked G7 to develop and administer more focused engagement plans targeting the LGBTQ, Hispanic and bartender communities. These programs are just getting started but are paying early dividends for the brand in their mission to “ignite the nite.”