Smirnoff's new national campaign, "We Do Game Days," pairs football fans and delicious Smirnoff cocktails, starring Emmy-nominated actor, comedian and producer Anthony Anderson.
Starting this week, the new TV spots will air nationwide and include custom spots for each of the brand's seven partner teams, created to celebrate the unique cultures that comprise each fanbase. From strange superstitions around calling the season too soon, to showing that fandom is much more than the actual game, the series of local spots showcase the traditions and game day rituals that prove once and for all football is a "We" thing and Smirnoff has a drink for every team.
But a series of fresh new ads is just the beginning.
For the first time ever, the in-game coin toss will determine more than possession of the ball by giving fans the chance to win delicious game day cocktails for the entire season.
During Week 1 of the NFL season, for every coin toss that comes up tails (aka cocktails) 21 lucky fans will win Smirnoff cocktails on game days for the entire 2023 NFL season. That's 16 games, 16 coin tosses and 16 chances to win $500 for fans 21+. And should all 16 coin tosses land on tails, that's nearly $200,000 up for grabs to take NFL fandom to the next level. So what'll it be, Heads or Cocktails?
"Smirnoff and football fans share an important common goal: we bring people together. This NFL season, Smirnoff really wanted to show our fans how We Do Game Days including the addition of a new roster of Smirnoff cocktails for every fan and every team to help celebrate what truly brings football fans together," says Jennifer Holiday Hudson, North America brand leader at Smirnoff. "As we head into our third season as the Official Vodka Sponsor of the NFL, we want people to know, we don't just do cocktails, We Do Game Days and why not kick off the fun with the coin toss?"
Starting today, no matter your home team, fans across the country can put their rivalries aside and collectively root for tails by visiting Smirnoff.com/UltimateCoinToss for a chance to win. But unlike how it plays out on the gridiron, there are no losers in this game because anyone who enters will score $5 off their next Smirnoff order on Drizly. All winners will be notified before Friday, September 15, 2023.
And to really set the tone for the We Do Game Days season, Smirnoff took its Heads or Cocktails? coin toss to new heights when it took over New York City's Times Square with a 21-story digital billboard featuring a larger-than-life coin flip. Anthony Anderson and NFL Legend Vernon Davis joined the spirited fun interacting with football fans 21+ as they tried their luck at avoiding heads and landing cocktails for a chance to win Smirnoff swag and other prizes ahead of Thursday Night Football and the very first coin toss of the season.
"I'm always pumped for the start of the NFL season, and it's definitely not because of my fantasy score," says Anthony Anderson. "For me it's all about the trifecta… you know what I mean: good food, friends and delicious cocktails…and now that Smirnoff is adding the coin toss to the mix, game days just got even more exciting."
In addition to taking over all 16-coin tosses kick-off week, the World's No. 1 Vodka will debut new broadcast integrations, digital and social content, and an exciting partnership with FanDuel. Smirnoff will serve as FanDuel's exclusive NFL Sunday Prime Time free-to-play branded contest vodka partner. Week after week, Smirnoff will power a 360-experience including a custom Smirnoff No. 21 Cocktail Game Mode giving fans a chance to win more than $200,000 in cash prizes from week 1 through Super Bowl LVIII by visiting https://www.fanduel.com/smirnoff.
Smirnoff's "We Do Game Days" comes as part of the brand's new global campaign "We Do We." Officially launched earlier this summer, "We Do We" champions the power of the collective and celebrates the magic of 'we' that's created when different people, ingredients and flavors come together.