Fernet-Branca taps March basketball frenzy with ‘Shot of Madness’ campaign
The bitter liqueur brand launches a nationwide push blending sport, AI-driven targeting and bartender engagement during peak basketball season.
Fernet-Branca is leaning into the intensity of the US college basketball season with a new national campaign designed to cut through one of sport’s most crowded marketing moments.
Tapping into sporting intensity
Launched in February, the “Can you handle a shot of madness?” campaign draws a parallel between the high-pressure atmosphere of spring basketball and the brand’s bold flavour profile.
At the centre of the campaign are 30- and 15-second video spots voiced by sports broadcaster Ian Eagle, whose commentary aims to mirror the adrenaline of the game alongside Fernet-Branca’s “legendary intensity”.
“Fernet-Branca has a bold taste that you never forget from the first sip,” Eagle said. “As a broadcaster, I’m all about elevating and sharing the boldest and most intense moments. That made it a natural fit for me to partner with them, especially as they tap into this massive basketball moment. Plus, I’m a huge fan of the eagle logo.”
The campaign is rolling out nationally across connected TV, out-of-home, paid social, digital banners and paid search. Visuals play on the dual meaning of “shot”, echoing the tension of a shot clock countdown as a metaphor for the drinking experience.
Localised creative will also feature references tailored to key markets including Los Angeles, Philadelphia, Raleigh, Durham, San Francisco and Saratoga Springs.
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AI-driven marketing model
To execute the campaign, Fernet-Branca partnered with Gravity Global’s B2C division to develop a “repeatable, zero-waste, high-impact” model powered by AI insights.
The approach targets audiences with contextual creative placements designed to drive engagement. Messaging is split between consumers and the trade: consumers are encouraged to discover and purchase the brand, while bartenders are invited to sign up for free subscription boxes to drive trial and advocacy.
The strategy reinforces Fernet-Branca’s position as the “bartender’s handshake” while introducing the ritual to a new generation of drinkers.
Chris Watt, CEO of Branca USA, said: “Our approach reflects how Branca USA thinks differently about marketing in a challenging spirits landscape. We’re investing intentionally, leading with data as we always have, and building smarter models that allow us to speak credibly to a new generation of drinkers.”
Looking ahead
The spring activation marks the first use of this marketing framework, which the brand plans to deploy during other major cultural moments including the World Cup, college football season and Halloween.
Added Watt: “Fernet has always been bold, and now our marketing is matching that energy.”
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