Jim Beam Aims To Soothe Defeated Football Fans With Care Package

Drunken football fans and alcohol-fueled tailgate parties go hand in hand during the NFL season. But what happens to these same enthusiasts when their team loses? Jim Beam now has those sad fans covered when they need to switch from cheering to drowning their sorrows.

The Kentucky bourbon’s “7 Stages of Defeat,” effort, starring actor Keegan-Michael Key, focuses on what fans experience when their team loses: shock, denial, anger, bargaining, woe, rebuilding and acceptance.

The accompanying “7 Stages of Defeat Care Package” contains items to combat each of the stages, such as a Jim Beam jersey to “pay tribute to the loss in style”; a chocolate football on which “fans can take out their anger, then eat;” a bobblehead referee to bargain with; an aromatherapy candle to soothe their woes – and, of course, Jim Beam and cocktail fixings to help them to rebuild and accept.

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Key, who is apparently a Detroit Lions fan and has experienced many of the aforementioned feelings of loss, is featured  going through each of the “Stages of Defeat” with other fans in the online and TV videos, which break Jan. 18,  The ads will run on CTV and on the brand’s social channels.

The limited edition care package is only available to customers on a first-come, first-serve basis after key playoff moments at https://7stages.jimbeam.com. The kits will be available online to fans 21+ on the following drop dates: following the Divisionals on Jan. 20; following the Conference Championships on Jan. 27; and following the Super Bowl on Feb 10.

 

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