In its 65th year, Senior Bowl faced an enviable challenge. For the first time in its history, this nationally televised game had secured the sponsorship of a non-athletic national brand: Reese’s.
Both Senior Bowl and Reese’s are storied, strong brands; the goal was to coach the two identities into something even stronger. With the client, we tapped into a common success of Reese’s and Senior Bowl—the ability to pull off unlikely and highly successful pairings. Getting star seniors from Alabama and Auburn to play on the same team, for instance. Notre Dame and USC. Chocolate and peanut butter.
Focusing the game campaign on perfect combinations has proved a winning plan for the client, the fans and that national sponsor.