Sazerac Co has commenced a marketing activation targeting older consumers in the US with its Fireball cinnamon-flavoured whisky.
The push, which kicked off yesterday (24 March) and runs until the end of this month, consists of the offer a “lifetime supply” of Fireball to any consumer born in or before 1935. US nationals who qualify can apply – or be nominated – on a dedicated website.
Postal submissions are also accepted.
“We’ve seen them all over social, we’ve heard directly from the source, and we can confirm one undeniable truth: senior citizens love Fireball,” said global brand director Danny Suich. “After all, they were born right as Prohibition was ending and have been breaking barriers and bringing the heat ever since.
“We’re honoured to be part of our fans’ victory laps… and their wake-up call after a well-deserved nap, too.”
Earlier this month, tequila brand Lo Siento namechecked Fireball as its target for cinnamon-flavoured extension Caliente, which is set to roll out across the US this year.
