GAME DAY YOUR WAY

Truth

Beer has long dominated the football occasion. It’s convenient, familiar, and deeply ingrained in fan ritual. For years, it has been the default, one-size-fits-all choice for game day.

Tension

But today’s fans crave more. They’re looking for flavor, variety, and the freedom to personalize their experience, crafting drinks that match their individual taste and team spirit.

Idea

Game Day Your Way became our rally cry for the 2023 and 2024 seasons. The campaign invited fans to celebrate football in their own unique style. With Diageo’s portfolio of spirits and easy-to-make cocktail recipes, we made it easier than ever for fans to personalize their home gate or tailgate experience.

We brought the campaign to life across retail and eCommerce with impactful POS, standout in-store displays, and digital toolkits that inspired shoppers to make every game their own. To keep the excitement high, we launched a national sweepstakes where fans could win two tickets to the Super Bowl or $500 to spend at NFLShop.com, turning every purchase into a chance to make their game day even bigger.