OUR CULTURE

Companies are evolving to address the cultural trend of ‘staying in is the new going out’. Creating new services and products. Uber Eats, Xbox, Netflix, Drizzly, Google Home and Apple HomePod, Amazon Prime, Blue Apron, Hulu, HBO, Grub Hub, are remaking our culture. This affects our target and our business. They are our competition as much as any other shot.

OUR TARGET

Young guys who love to go out. To be vibrant, express themselves, let out steam, let loose, get stories to tell, live in the moment, get people fired up, be witty, and meet women. Yes women drink plenty of us, but the male feel of the brand is part of the reason why. As soon as this brand goes feminine, its badge value ends.

CULTURAL TENSION

In a world that wants you to stay in, Fireball wants you to go out and Ignite The Nite.

FIREBALL’S ROLE

We do not make whisky. We create the spark that Ignites The Nite, the season, the summer, bars, parties, the internet, the culture. 

We support all Firestarters, everywhere.

But we are the ultimate Firestarters. We inspire people to Ignite The Night. But we ignite nights ourselves.

STRATEGY

Get young guys (and the women who go with them)

Who love and look forward to going out 

To ignite their nights with Fireball

By inspiring them to be Firestarters

CONTENT APPORACH

We will create content that Ignites the Nite. Content that people share and replay that inspires them to put down the remote and go out and drink.
Bold and clever. Witty humor. Personalized. 

CREATIVE EXAMPLES

Twitter-comedian Caucasian James, popular with our target market.

COMMUNITY MANAGEMENT

Problem: Fireball had an influx of people requesting for free swag on social media.

Solution: I created a social media challenge for people to prove they are true fans of Fireball, by showing us how/where/who they drink with in a social post and sending us the link to get on the Dragon’s list for swag. Which ultimately creates awareness and helps drive sales.

Wayne Coyne of The Flaming Lips, Fireball advocate.