how to capture the attitude of a generation.
Fireball wanted to connect with Gen Z, a generation weighed down by constant pressure and stress, and position itself as the brand that stands for fun, release, and not taking life too seriously.
To do it, Fireball asked us to create its first-ever national TV spot — a chance to introduce the brand’s un-serious spirit to a wider audience.
the Brief:
our insight:
For Gen Z, rebellion isn’t loud or angry, it’s saying “F-it” and choosing joy with friends. They don’t want brands preaching seriousness, they want moments that cut through stress, feel unfiltered, and spark laughter.
Fireball already had that irreverent energy in culture; the opportunity was to amplify it as a new kind of rebellion.
our role:
We developed the “F it” creative concept across TV, paid social, and organic social, amplifying Fireball’s irreverent energy.
The results spoke for themselves: 500,000 more bottles sold in the U.S. year over year, moving Fireball from the number three to the number two most purchased liquor in the country. Cheers to that.
