Smirnoff Announces First Cocktail Coordinator for Super Bowl VII

Dive briefs:

• Smirnoff, the NFL’s official vodka sponsor, will reveal its cocktail coordinator to the world for the first time during Super Bowl VII, according to a press release. The announcement marks the end of a months-long competition that began at the start of the 2022 NFL season, and is intended to shine a light on passionate Game Day cocktail makers.
• In the final phase, Smirnoff tested the three finalists on January 29 on their knowledge of football, game day entertainment and cocktail-making skills. The event was judged by NFL commentator Kay Adams and Cocktail Academy founder Matt Landes.
• The winning participants will have the opportunity to travel to Super Bowl 2023 for free as Smirnoff guests and receive additional surprises. The effort shows that some brands are using pre-game hype as a marketing tactic.

Dive Insight:

As Diageo brand Smirnoff enters its second season as the NFL’s Official Spirits Sponsor, contests like the Cocktail Coordinator Showdown could prove effective in drawing attention to its status. Playing off Super Bowl excitement to boost his fan engagement is a common marketing tactic, and this year Avocado in Mexico, Verizon, and Gatorade’s Fast His Twitch are taking a similar approach.

First launched in September, Smirnoff has called “the best job in America” ​​and is down to just three finalists: Tania Ortega, India Stokes and Connor Sheets. Prior to the final challenge of the competition, Smirnoff will place full-page advertisements in the competitor’s home cities of Dallas and Austin, Texas, and Denver, Colorado, and print finalist photos on billboards in other locations. and increased excitement in the region. His final event was held on January 29, the same day as the NFL Conference Championship, when the Philadelphia Eagles and Kansas City Chiefs were named this year’s Super Bowl contestants.

Following the announcement of the first-ever cocktail coordinator, Smirnoff will provide fans living in the same city as the winner with a $25 rideshare gift card for safe transportation after the game. Smirnoff has additional plans for the week of the big game. This includes his second annual GLAAD ‘Night of Pride’, which covers the debate on LGBT inclusion in sport. Before his big game, Smirnoff will honor the former NFL athlete at his NFL Legends Alumni Roast and Toast, co-hosted by Brand his partner Vernon Davis.

This year’s event continues Smirnoff’s pursuit of a community-focused commitment to sports. For example, last year Smirnoff held a Super Bowl watch party for miners in remote Alaska. In addition to Smirnoff’s announcement, parent brand Diageo will run some of its first Super Bowl commercials after Anheuser-Busch InBev ended its 33-year dominance of alcohol advertising in game day ads.