- Skrewball, a peanut-butter-flavored whiskey brand owned by Pernod Ricard, is launching a new campaign, encouraging consumers to “Skrew the Usual,” and break away from their old routines.
- The campaign is the biggest effort for the brand since it was acquired by Pernod Ricard in 2023. It will include a 30-second video commercial that will also be cut into 15-second and 6-second shorts and will run on online video, social and search. The campaign will also include out-of-home elements in select markets in June.
- Introduced in 2018, Skrewball is the number-one peanut butter-flavored whiskey in the United States with an 83% market share and the number-five brand in the flavored whiskey category, according to Nielsen.
It’s understandable to think consumers might flinch at the idea of a peanut butter-flavored whiskey, which is why the brand is coming out with a campaign encouraging them to try try something new.
“The new ‘Skrew the Usual’ campaign is about breaking out of your typical routines and discovering the delicious detours in life, whether it’s taking the scenic route or trying a new whiskey,” said Kuppy Sampale, brand director of Skrewball Whiskey. “It’s an invitation for consumers everywhere to celebrate spontaneity and lean into the unconventional, like the pairing of smooth whiskey and delicious peanut butter flavor.”
The heart of the campaign is a video commercial that introduces the brand’s spokescharacter, Skrew, who is meant to be the personification of the brand’s charmingly mischievous spirit, Sampale said. In the spot, the character is confronted by personifications of other whiskey brands including Crown Royale, Johnny Walker and Wild Turkey (represented by a turkey) for creating such an outre flavor. Skrew responds that he is into “nutty ideas,” and notes that the happy drinkers around him agree with his idea.
We hope viewers feel inspired to break from the status quo and ‘Skrew the Usual,’ whether that’s their typical shot or cocktail, or switching up their usual routines – Skrewball champions taking all the wonderfully weird and delicious detours in life,” Sampale said.
The spot will run on online video, social media, and search. In June, out-of-home advertisements will be placed in key markets such as Chicago, Los Angeles, and New York City. The Martin Agency created the campaign.
