Creamsicle Launch
The 6th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
This entry is for the launch campaign of the Buccaneers Creamsicle jersey and ultimately the Buccaneers Creamsicle brand. The historical jerseys returned for the first time to the field since 2012 and it was the ideal time to define the brand and produce an integrated campaign from the announcement of the game date through the uniform reveal and game itself.
How does this represent “Excellence in Engagement”?
The Creamsicle launch campaign is an example of how teams can leverage sub-brands to drive engagement and business results. This was more than an old logo or a jersey reveal, it was the introduction of a brand that is part of the Buccaneers family and allows the team to create unique cultural extensions that may have otherwise been prohibitive. This approach sets a new standard in how clubs can drive the next generation of NFL culture.
Objective
The mission of this launch was to action the creamsicle legacy to energize the core and pull casuals into the fold. It wasn’t just a jersey return but the establishment of the Creamsicle brand moving forward, an opportunity to remind everyone that the Bucs are a Tampa Bay institution and that it’s more than a throwback gimmick. On top of the objectives of selling merchandise and game tickets, as well as driving fan engagement, the goal of creating and cross-functionally executing this brand universe is unique to our approach.
Strategy & Execution
This launch was designed with a few key pillars to bring. 1) The game announcement. A dedicated teaser-style social media launch highlighted Creamsicle game date and opponent. 2) The jersey release. Continuing the aesthetic introduced by the game announcement, by introducing a unique launch narrative across digital platforms. The narrative was a modern twist on 70’s culture, bringing old and new players together at a fictional bar named Lee Roy’s (in honor of the Buccaneers first ever draft pick). Creative from the Creamsicle universe extended beyond the initial launch post to sustain excitement throughout the entire day. 3) The introduction and invention of Creamsicle Day in Tampa. Leveraging ‘National Creamsicle Day’ (Aug 14) to rally Tampa Bay with in-market activation that was amplified on social media. 4) Game week leading into the uniform launch on field, inclusive of a merch drop revealed digitally, lead-up content that fit the universe and narrative, and a full stadium takeover.
Organizations
- Tampa Bay Buccaneers
Links
Featured
- Mike Evans
- Antoine Winfield
- Lavonte David
- Chris Godwin
- Ronde Barber
- Derrick Brooks
- Mike Alstott
- Bert Kreischer
- Jaclyn Hill
Credits
James Ruth
Chief Marketing Officer
Tampa Bay Buccaneers
Steve Vollmer
Vice President, Creative
Tampa Bay Buccaneers
Christi Bedan
Vice President, Media & Marketing
Tampa Bay Buccaneers
Stephen Lynch
Director, Production
Tampa Bay Buccaneers
Joey Nelson
Sr. Manager, Social & Digital Content
Tampa Bay Buccaneers
Harrison Kirschbaum
Sr. Manager, Marketing
Tampa Bay Buccaneers
Kyle Zedaker
Sr. Photographer
Tampa Bay Buccaneers
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
