Circus Maximus | Agency Profile, Contacts, AOR, Client Relationships

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Fireball shifts focus towards Gen-Z (Score 17)

Sales lead: Get in touch to score some of these extra ad dollars, especially if you can help this brand reach Gen-Zers.

• Fireball Whisky is specifically targeting 21+ Gen-Zers with its new "Free Your Fire" campaign. 
• Creative agency Circus Maximus created three video ads for the push.
  • The ads will run across YouTube TV, ESPN, Hulu, Peacock, and Instagram. 
• Fireball also entered a deal with Barstool Sports to become the presenting sponsor of the Picks Central and The Dozen Live Tours shows.
• The brand has been ramping up digital spend so far this year, which it plans on continuing. 

Fireball's target demographic: Gen-Zers (21+)

The company will likely: 

• Seek agency partners that can help it reach Gen-Zers
• Continue increasing digital spend
• Try experiential methods that appeal to younger consumers 
• Look for more sponsorship opportunities 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Fireball spent close to $1.6m on digital display ads YTD, a 33% increase from $1.2m spent in this channel during the same time period of 2021. 
• YTD data: 205m impressions via Facebook (53%) and Instagram (47%). 
• Last year: Full-year spend skyrocketed from $415.3k in 2020 to $2.2m in 2021. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: Reach out to Fireball's DMs if you can help it reach Gen-Zers.
• Current roster:
  • Cage Point: digital, social, & experiential 
  • Circus Maximus: creative

Insight Sources: Digital spend insights estimated by Pathmatics.