how to capture the attitude of a generation.
How do you make a 33-proof cinnamon whiskey one of the top liquor brands in America?
the Brief:
Gen Z came of age in crisis. Born around 9/11. Raised through recessions. Graduated into a pandemic. They’ve seen enough serious. Their emotional baseline isn’t rebellion, it’s burnout.
the insight:
the opportunity:
Give them a brand that says what they’re already feeling:
“F*ck it.”
Not in anger.
In release.
In togetherness.
In choosing fun when the world feels joyless.
the work:
We positioned Fireball as the unofficial drink of un-serious fun.
Built for nights you won’t remember with people you won’t forget.
Irreverent, loud, sticky as hell.
And it worked, Fireball shot up to become the #2 liquor brand in the U.S.
