For many athletes their shirt numbers and personal statistics are genuinely important and these are what sit behind the branding and nomenclature of Australian cricket legend Shane Warne’s SevenZeroEight Distillery branding and products names.
After all, the company was named after the iconic spinner’s 708 test wickets and now its new premixed, low calorie product has been called ’23 Gin & Slimline Tonic’ in a nod to Warne’s shirt number.
The new launch sees the company into the ready-to-drink space with a low calorie canned drink sees Warne’s distillery diversify its gin offering and target health-conscious customers via an integrated marketing campaign fronted by the Baggie Green all-time great which spans digital and social content (including on the player’s personal platforms) and a PR strand.
Blown away by the feedback of our just released @708gin #RTD’s ! They are seriously awesome. Hopefully in stores soon but right now, please check us out on line ! Thankyou for the continued support ! https://t.co/6GIrAjslYR ❤️❤️ pic.twitter.com/kmjaHKL5Eu
— Shane Warne (@ShaneWarne) November 21, 2020
In the campaign PR, Warne said: “I always keep my fridge stocked so we can grab a few while watching the footy or having a splash in the pool. It’s exciting to see our gin products start to be stocked in stores nationwide. I hope with even more accessibility, everybody gets a chance to give SevenZeroEight a try.
The 250ml cans contain 75 calories and 2.9% ABV content and are available in-store in Australia for AU $18.99 for a 4-pack.
Comment:
As illustrated in Powerade’s recent NCAA March Madness ‘Power In Numbers‘ activation and F1’s new season launch spot, shirt numbers and athlete personal performance statistics are important to sports stars and fans and thus they provide a rich seam for sports marketers to mine.
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