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Fireball Whisky is one of the biggest selling spirits in the country, and yet they do basically zero advertising. And they wanted to keep growing and still not make "ads."
We suggested they use their social media space to own certain rituals (hump day, walk of no-shame, the evening just starting at last call, the first drink of happy hour, etc) and took their instagram feed more in the diretion of calling out and celebrating those moments knowing that for their target, the whisky would take care of the rest.
We saw an immediate spike in likes, comments and most importantly shares - in some cases double across the board.
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