
Fireball Whisky is targeting an
older demographic in its latest publicity campaign -- a lot older.
The brand will award a “lifetime supply” of the spicy cinnamon spirit to customers 90 years old or older,
“for the elders who don’t just raise a glass, they raise hell, too.”
The “most epic senior discount ever” contest is open to anyone born in or before 1935, but
the brand insists the free whisky is strictly for nonagenarians themselves; “No passing it down in the will, no sneaky whisky inheritance loopholes.”
"We’ve seen them all
over social, we’ve heard directly from the source, and we can confirm one undeniable truth: Senior citizens love Fireball,” said Danny Suich, global brand director for Fireball in the
announcement. “And who are we to argue with their years of wisdom? After all, they were born right as Prohibition was ending and have been breaking barriers and bringing the heat ever since.
It’s time to celebrate the 90+ crowd, the party royalty who never stopped turning up.”
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Consumers 90 and over can log on to LifetimeSupplyofFireball.com to submit their info by
March 31 (the 90th day of the year) upload a photo, and answer the question: “How do you keep the mischief alive at 90+?” Consumers can also nominate a 90-something friend
or relative and submit the info on their behalf. Those who are still “old-school” can mail their info and photo to the brand’s Louisville, Kentucky headquarters.
An
independent panel of judges will review the entries and select a maximum total of 15 potential grand prize winners. Entries will be judged on creativity, originality and humor/inspiration, which
comprises 75% of the score, and how the entry best represents Fireball in a positive light, which is the remaining 25% of the score. The “lifetime supply” of Fireball actually presented to
the winners will be in the form of a check for $2,400.