An early September marketing campaign from BABE Wine, leveraging its NFL sponsorship status and making the most of spoking football interest around the new season, is built around an eclectic set of strange gameday branded gadgets.
The campaign from the Anheuser-Busch InBev wine brand was developed in harness with Unnecessary Inventions and the partnership produced five odd football products: including a A ‘Game Day Roombabe’ (a Roomba equipped to hold a can of wine and a bucket of ice), a ‘Never-Spill Wine Carrier’ (which can be attached to a belt to keep your drink steady even if you’re throwing a football around yourself) and a ‘Babe Kegerator’ (to give home viewing parties a genuine sports bar feel).
The projects were presented and promoted through a series of QVC-style online videos fronted by Unnecessary Inventions founder Matty Benedetto spearheaded by a hero 60-second commercial first posted on the brand’s YouTube page on 8 September and followed by supporting content shared across the brand’s Twitter, Facebook, Instagram accounts and its website from 9 September.
The content also introduces the brand’s ‘wine for all fans’ tagline which seeks to position the brand as the drink for everyone from the seriously football obsessed to those who simple enjoy socializing during the season and dovetails with Babe Wine’s strategy of focusing on making wine more accessible to the casual drinker.
“I am so excited to be partnering with BABE Wine to create a series of Unnecessary Inventions for all types of football fans,” said Benedetto. “It was a fun challenge to come up with inventions to help fans do the most this football season, no matter how they celebrate.”
The products and there brand descriptions are:
BABE’s Never Spill Wine Carrier:
Never drop a drop of precious wine ever again with this belt accessory that extends from your hip and always keeps your BABE can stabilized and upright no matter what you’re doing—from jumping up and shouting at the TV to running frantically to the kitchen for more chips & guac at halftime.
BABE QB Sneak-A-Peek Pants:
Occasionally, football stans may be in scenarios where they need to keep their fandom a bit more lowkey than usual. So we made you the BABE QB Sneak-A-Peek Pants! With this subtle device, a football fanatic can always keep their eye on the score via a handy hidden flap that reveals a transparent window over the front pocket!
Game Day ROOMBABE:
Keep the house looking cute, even when you’re hosting this week’s football watch party. Introducing the Game Day ROOMBABE, which not only zips around cleaning up dirt but also brings you a new BABE and dumps your old one faster than you dumped your toxic ex. Literally, what else do you need in life?
Bartender Attention Utility Device:
Ever been lost in a sea of basics at an insanely crowded sports bar, when all you want to do is get the bartender’s attention but you just can’t? Not anymore! Get the spotlight you’ve always deserved with the BARTENDER
Attention Utility Device.
It flashes your order from anywhere in the bar, so you get your BABE in time. We guarantee it. Your team winning? We can’t guarantee that
BABE Can Snack Trap:
Even a snack deserves a snack. Yeah, we’re looking at you hottie. Meet the jockstrap…for your BABE can. This adorable front pouch holds all your fave gameday foods so you can sip, snack, and watch the game…or ignore it while on IG. No proper Sunday Funday is truly complete without it!
Comments:
These truly are branded products that solve problems you didn’t know you had because….well, because they don’t exisit.
But all are designed to make the most of a 2021 football season which the league and its sponsors and fans hope will be the first one in two years that groups of friends will be reunited for watch-parties, at-home events, in-bars, tailgates and at stadiums.
BABE Wine, which launched in 2016, developed a fresh brand-led wine proposition that focused on leveraging an extensive social media audience and had the mission ‘to simplify the saturated wine category by introducing a fun, inclusive, and portable product to consumers’.
This activation follows on from previous left-field football initiatives such as September 2020’s ‘Football Scented Candle Collection’ from BABE Wine.
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