;
Forget the Puppy Bowl; this year, it’s all about the
bunnies.
This week the aptly named 400 Conejos Mezcal (Conejos is rabbit in Spanish) announced its very own pregame show: The Bunny Bowl.
In more than a slight nod to Bad Bunny’s
upcoming Super Bowl XL halftime show, The Bunny Bowl will be a livestreamed race featuring actual adoptable rescue bunnies. This week leading up to the big game consumers can get to know the fluffy
competitors and pick who they think will be the winner via the brand’s Instagram (@400ConejosUS), where they can also find race updates and behind-the-scenes content.
“The
400 Conejos Bunny Bowl was born out of the sheer excitement surrounding this year’s halftime performance,” Lander Otegui, executive vice president of innovation & marketing at Proximo
Spirits, told Marketing Daily. “As our namesake mascot is a rabbit, we felt this was the perfect opportunity to tap into a cultural moment with something playful and unexpected.
We’re not trying to compete with the Big Game; we are just creating our own unique, mischievous pregame. [This is how] we’re approaching cultural marketing in 2026: by finding white space
to enter mezcal into major moments, leaning into entertainment over interruption, and creating shareable experiences.”
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The Feb. 8 gameday live stream, hosted by actor TravQue and
journalist and actress Jamila Mustafa, takes place on 400 Conejos’ Instagram at 4 p.m. EST and on YouTube (@400conejos_us) beginning at 3 p.m. EST.
The rabbits participating in the Bunny
Bowl are all available for adoption though the nonprofit All About Rabbits Rescue, which has rescued and adopted over 800 rabbits since 2013.
In honor of the Bunny Bowl, the mezcal
brand has created the “No Bueno Bunny” cocktail, made with 400 Conejos Joven mezcal, pineapple juice, guava syrup, lime juice, Tajin and pineapple leaves (posed to resemble bunny
ears).
The inspiration for 400 Conejos Mezcal’s name comes from Mesoamerican mythology, where 400 rabbit gods represent the spirit of mezcal. <