Diageo teams up with TL to pour on the NFL passion

Football season is finally here and and we’re tapping into our knowledge of the game and fan behavior, to help launch “That’s the NFL Spirit” an omni-commerce campaign that introduces Diageo as the Official Spirits Sponsor of the NFL by showing fans that only Diageo has a full portfolio of spirits and cocktails that lets them mix up their game day and express their individuality exactly how they want. We kicked off with social content celebrating one of most spirited of all NFL fans – the wearer of the lucky sweatshirt, the possessor of 20/20 hindsight, the cheerser of game winning touchdowns – the Armchair Quarterback. The humorous content which was shot for maximum flexibility and customization for retail and e-commerce, educates fans on how to be the ultimate armchair quarterback by putting everything they need for game day within arm’s reach. This is complimented by conversion-driving digital banners tailored for all the big players – Drizly, Instacart, and Uber Eats. To bring the campaign in-store, we went way beyond block and tackle elements, creating eye-catching merchandizers that retailers could customize by individual brand across the portfolio and a promotion that put fans right in the game. So whether you’re a die-hard fan, a cold weather tailgater or someone who enjoys a heated rivalry over hot wings, Diageo has everything you need to pour on a great game day. That’s the NFL spirit.