The Super Bowl is the biggest at-home entertaining occasion of the year — a moment when even casual fans become hosts, and spirits become the backbone of the spread. It's a rare opportunity where multiple brands can show up simultaneously without competing, each owning a different role in the party.
We partnered with former New England Patriots wide receiver and Super Bowl MVP Julian Edelman to bring that idea to life across four Pernod Ricard brands — Jameson, Malibu, Skrewball, and Absolut. The campaign leaned into Edelman's natural charisma and credibility as a football icon to position each spirit as a game-day essential, creating content that felt native to the occasion rather than forced. The result was a cohesive, multi-brand effort that drove relevance across categories while keeping the tone loose, fun, and rooted in how people actually celebrate.
