Skrewball Distillery Tells Client to “Skrew the Unusual”
Introducing Skrewball Whiskey’s new campaign: “Skrew the Usual”. As the world’s first peanut butter flavored whiskey, Skrewball wants people to break free from the norm and enjoy life’s flavors.
With its ‘Skrew the Usual’ campaign, Skrewball Whiskey celebrates the essence of adventure and innovation. It encourages consumers to break out of monotony and live life to the fullest.
“Skrewball wants to inspire consumers to take detours and seek out the weird and wonderful,” said Kuppy Sampale, Brand Director of Skrewball Whiskey. “With the introduction of ‘Skrew the Usual,’ we’re inviting our audience to choose exploration over routine. And celebrate trying something new, like the unexpectedly delicious flavor of peanut butter whiskey.”
Skrewball Launches New Campaign Dubbed “Skrew the Unusual”
Notably, the campaign marks Skrewball’s biggest launch since it was acquired by Pernod Ricard in 2023. The campaign includes a 30-second creative spot along with 15-second and 6-second shorts.
In the campaign, Skrew, a fictional spokesperson, invites viewers to indulge in the peanut buttery flavor of Skrewball Whiskey. He upends the conventions of the whiskey category by beckoning viewers to enjoy the spirit.
“Skrewball has always been a brand that pushes boundaries and challenges expectations,” said Steve and Brittany Yeng, co-founders of Skrewball Whiskey. “We’re excited to bring the ‘Skrew the Usual’ mentality to more people with our new campaign and hope it encourages people to give Skrewball a shot… literally.”
Although relatively new, launching in 2018, Skrewball has become the US’s number one peanut butter whiskey with 83% market share.
Starting on Thursday, May 9, The Martin Agency’s campaign launches through online video, social media, and search. The web launch will be followed by disruptive out-of-home ads in Chicago, Los Angeles, and New York in June.
The whisky is available nationwide and at select retailers in Canada, Puerto Rico, and Central America. However, Skrewball whiskey is often used to make cocktails and shots, such as Island of Misfits, Salty Nuts, and Salty Nuts 2.