FERNET-BRANCA: Can You Handle a Shot of Madness?

Fernet-Branca, the iconic Italian amaro known for its bold, bitter bite, took on March Madness with a campaign built for the bars, not the brackets—executed across social, owned channels, POS touchpoints, and geographically targeted DOOH.

We activated 4,000 bars nationwide with subscription boxes and in-bar takeovers designed to own the watch-party ritual, with a light assist from Ian Eagle to extend reach. The campaign delivered 93M impressions and drove a 940%+ surge in new site traffic.