At the start of February, Diageo rum brand Captain Morgan unveiled the ‘Captain Morgan Super Bowl Punch Bowl’ and linked contest: a smart, tech-enabled, game-linked bowl that holds four gallons of punch and which displays the Big Game score in real time.
The internet-connected punch bowl is also equipped with real-time game connectivity, Bluetooth speakers and subwoofers, stadium-inspired reactive LED lighting, a game-lasting battery and sonic-induced punch mixing (err, what’s that ed?).
This brand product, described in the campaign launch PR as the ‘Most Unnecessary, Necessary Invention in the History of Sports’ can’t be bought and so fans over 21 are encouraged to enter a contest via a microsite through 6 February for a chance to win one.
The high-tech, football-themed branded bowl is one of the first marketing collaborations between the NFL and Captain Morgan and is essentially a brand building and first-party data collection exercise as to enter the contest fans simply need to type in their name and contact details on the bespoke site.
The digital-first campaign was led by a spearhead video and promoted across the brand’s US social channels
Captain Morgan Super Bowl Punch Bowl from Captain Morgan on Vimeo.
Behold the only punch bowl worthy of Super Bowl LVI. Visit https://t.co/bkPbjBYjD6 for a chance to win your very own Captain Morgan Super Bowl Punch Bowl!
NO PURCHASE NECESSARY, 21+. Actual prize may vary. See rules at link above. pic.twitter.com/t5Fvdye7su
— Captain Morgan (@CaptainMorganUS) January 27, 2022
The stunt smart bowl ensures Captain Morgan becomes part of the largest annual US marketing event and it generated plenty of traction on social media and it was featured on the USD television show Jimmy Kimmel Live!’ where it was presented to the host by Super Bowl champion Victor Cruz and founder of ‘Unnecessary Inventions’ Matty Benedetto.
Designed to (sort of) mimic the look and feel of a stadium and displaying real-time data powered by Genius Sports – only 20 bowls have been made. The punch bowl measures 18+ inches in diameter, hold four gallons of liquid and says it serves up to 32 people.
Plus, the campaign comes with a Big Game punch recipe for ‘Super Bowl LVI Punch Bowl Punch’.
Ingredients:
> 12oz Captain Morgan Original Spiced Rum
> 9oz pineapple juice
> 9oz orange juice
> 3oz grenadine
> Orange rounds and maraschino cherries for garnish
Directions:
> Mix ingredients into a bowl with ice. Serve with an orange slice and maraschino cherry.
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Captain Morgan became the NFL’s first official spiced rum sponsor after parent company Diageo signed a multiyear pact with the sports league to become its first official spirits sponsor in June 2021 with a portfolio focus that includes Crown Royal and Smirnoff Vodka, as well as Captain Morgan (but not Guinness).
The Super Bowl activation follows on from the rum brand’s NFL team-specific Playoffs social ‘Fan Of The Year’ campaign.
They’ve got spice, heart, wacky rituals, and now… their own docuseries! We’re showing off a few of your @nfl Fan of the Year nominees in an epic way, starting with @dallascowboys superfan—Chase!
More to come Follow so you don’t miss any! pic.twitter.com/356SWhUd9z
— Captain Morgan (@CaptainMorganUS) January 24, 2022
She may have married into the fandom but this @washingtonnfl fans’ roots couldn’t run deeper. Read all about Erikka Resendiz and her love for family and football to find out exactly why she’s one of our @nfl Fan of the Year nominees!
— Captain Morgan (@CaptainMorganUS) February 1, 2022
We stan a humble (bolt) queen ⚡
It takes a lot of spice to unite and uplift an entire fanbase. But that’s not a challenge for Jen! See all the good this @chargers fan does and why she’s an @nfl Fan of the Year nominee in our new episode! pic.twitter.com/XeTG7ZwE4R— Captain Morgan (@CaptainMorganUS) January 28, 2022
For many years, brewer Anhueser-Busch InBev was the sole alcohol partner of the NFL, but in 2021 the NFL penned a new partnership with Diageo to become the first spirits partner of the NFL, whilst A-B InBev remained the official beer sponsor of the NFL.
But the tie-up comes with a set of alcohol related restrictions placed on Diageo by the NFL. Diageo can only air a maximum of four 30-second spots per game and ads must promote a prominent social message’ and Smirnoff, Crown Royal and Captain Morgan must take part in the league’s Responsible Drinking program.
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