Skrewball Skrew the Usual: A Bold New Campaign
Skrewball Whiskey, the leading name in peanut butter whiskey, proudly introduces its latest campaign and rallying cry, “Skrew the Usual.” As the world’s first super-premium peanut butter flavored American whiskey, Skrewball aims to inspire people to break away from the ordinary and revel in the surprisingly delightful flavors of life. The “Skrew the Usual” campaign marks Skrewball’s most ambitious launch to date, showcasing the brand’s commitment to innovation and celebrating individuality.
A Major Milestone for Skrewball
This campaign signifies a major milestone for Skrewball, marking the brand’s biggest launch since its acquisition by Pernod Ricard in 2023. Central to the campaign is a new fictional spokesperson named Skrew, who embodies Skrewball’s playful and rebellious spirit. Skrew invites viewers to indulge their curiosity and experience the uniquely delicious taste of peanut butter whiskey.
The campaign features a variety of creative content, including a 30-second spot titled “House of High Spirits,” along with shorter 15-second and 6-second films. These pieces showcase Skrew’s charismatic personality and highlight the distinctiveness of Skrewball Whiskey, encouraging viewers to break free from the routine and embrace the surprisingly delicious flavors of life.
Rapid Growth and Market Dominance
Since its launch in 2018, Skrewball has experienced remarkable growth, becoming the number one peanut butter whiskey in the United States. With 83% market share, it ranks as the number two premium brand in the flavored whiskey category ($25+) for value and volume, and the number five brand overall. This impressive growth underscores the brand’s appeal and the widespread love for its unique flavor profile.
Campaign Rollout and Creative Execution
The “Skrew the Usual” campaign, created by The Martin Agency, officially kicks off on May 9 with online videos, social media content, and search advertisements. Following this digital launch, the campaign will expand with eye-catching out-of-home advertisements in major markets like Chicago, Los Angeles, and New York City in June. These advertisements are designed to disrupt the norm and capture the attention of a diverse audience, encouraging them to explore the unique taste of Skrewball Whiskey.
Celebrating Uniqueness
At its core, “Skrew the Usual” is a celebration of uniqueness and individuality. Skrewball Whiskey stands out not just for its peanut butter flavor but for its commitment to challenging conventions and celebrating the unconventional. The campaign’s playful and rebellious spirit invites everyone to break free from the routine and discover new and exciting experiences.
Conclusion
The “Skrew the Usual” campaign is a bold statement from Skrewball Whiskey, reinforcing its position as a leader in the flavored whiskey category. By inviting people to embrace the unexpected, Skrewball continues to push boundaries and redefine what whiskey can be. Whether you’re a long-time fan or new to the brand, Skrewball Whiskey’s latest campaign promises a deliciously different experience that’s worth exploring.
This professional campaign, titled “Skrew the Usual,” was launched in the United States in May 2024 and created by The Martin Agency. It spans various media channels, reflecting Skrewball’s innovative approach to marketing within the Alcoholic Drinks industry.
