DIAGEO ARMCHAIR QUARTERBACK

Truth

In 2021, Diageo became the first official spirits sponsor of the NFL. But on game day, beer still dominated the field. Spirits weren’t even in the playbook.

Tension

If we wanted to make spirits part of the game day ritual, we had to change the culture of football watching itself. So we took a closer look at how fans were actually tuning in. The modern fan wasn’t tailgating; they were home-gating, streaming from their couch with everything delivered straight to their door. Yet beer wasn’t keeping up. Online beer sales were lagging, leaving an open lane for something new.

Idea

We saw an opportunity to intercept fans where beer was dropping the ball. Partnering with top e-tailers, we built a first-of-its-kind digital game plan that put spirits and cocktail kits just a click away. Fans could stay focused on the game while we delivered their favorite pours straight to their living room.