As one of the world’s top selling whisky-related brands, Fireball Cinnamon Whisky needs no introduction. According to an article in Bloomberg Business Week, Fireball is “…one of the most successful liquor brands in decades”.
As with any great brand, Fireball’s owner Sazerac Company, continually looks for new ways grow the brand.
The latest campaign – Truth or Dare, is designed to build customer engagement, loyalty, and drive incremental sales.
To begin the launch, Sazerac presented the Truth or Dare concept to the NextGen Label Group team in a planning and development meeting in Q4 2022. Their ask: create a multi-layered, peel-and-reveal prime label featuring 100 randomized truth-or-dare phrases.
As a long-time supplier to Sazerac, we already understand the importance of brand consistency and integrity. So as “Brand Custodian” our technical, production and pre-press staff took the challenge head on. We took into consideration the graphic, functional and application issues the project presented.
After an initial review, we understood the project – while innovative – presented significant technical challenges. Each layer has to be laminated with perfect registration ensuring the bottom graphics didn’t peek out into the top. Opacity was crucial to keep the phrases from being visible on the bottle. And careful consideration had to be made for colors and aesthetics, as the bottom layer could impact branding if not adjusted properly.
A technical plan was developed for production, and crucial decisions were made regarding materials, inks, and adhesives. These decisions ensured compliance with all brand, graphic, and color specifications.
After completing our standard Proof of Concept and Trial Order processes, full production orders were placed in the fourth quarter of 2023. The new labels launched nationwide in May of 2024 and quickly gained viral popularity.
Delivering on Brand Custodianship
Fireball’s Truth or Dare – another great example of NextGen Label Group’s commitment to Brand Custodianship and it’s 3 core tenets “Employee Centric,” “Customer Centric,” and “Solutions Centric.” By focusing on these guiding principles, we can deliver a Next-Generation customer experience. Our team of owners are invested in your success, understand your vision, and are committed to never asking you to compromise.
Want to learn more? Contact us today to learn how our commitment to Brand Custodianship can help your organization.
