Senior Communications Director
at
draftLine
| Title | The Heinicke Deal |
| Agency | draftLine |
| Campaign | The Heinicke Deal |
| Advertiser | AB Inbev |
| Brand | Bud Light |
| Date of First Broadcast/Publication | 2021 |
| Business Sector | Beers, Ciders, Lagers |
| Story | During the 2021 season, Taylor Heinicke, the Washington Football Team’s quarterback (now known as the Washington Commanders), became an American football sensation. Everyone on social media was talking about his meteoric rise and his unique name—a wide-open opportunity for one beer brand to secure an endorsement deal. After getting radio silence from ‘that other beer brand,’ Bud Light was quick to hijack the moment.Bud Light responded immediately and just 48 hours later officially signed Heinicke to its NFL Roster, introducing “Bud Lighticke” to the world.Heinicke posted the official announcement: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…” Fans now knew that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born.Bud Light’s quick action earned 159 million media impressions and 1.1 million digital impressions in just a matter of days. |
| Media Type | Case Study |
| Length | |
| PR Agency | 3PM |
| PR Agency | Weber Shandwick Worldwide |
| Copywriter | Ed Stockwell |
| Copywriter | Zach Payne |
| Chief Creative Officer | Ciro Sarmiento |
| Creative Director | Keslie Watts |
| Designer | Abby Todd |
| Group Creative Director | chuck pagano |
| Associate Creative Director | Dan Camano |
| Associate Creative Director | Sergio Monroy |
| Project Manager | Masha Krougliak |
| Senior Art Director | Kristen Price |
| Senior Copywriter | Ameth Barrera |
| Senior Copywriter | Ben Kraft |
| Associate | Katie Mulcahy |
| Associate Brand Manager, Sports Marketing | Emily Velez |
| Associate, Integrated Media | Jake Spitz |
| Digital Director | Matt Sparling |
| Director, Marketing Communications | Michael Goon |
| Director, Sports Marketing | Joe Barnes |
| EVP, Agency Lead | Brian Williams |
| Junior Associate | Paige Krikorian |
| Senior Communications Director | Lacey Clifford |
| Senior Digital Director | Corey Brown |
| Senior Director | Marcela Garcia |
| Senior Strategist | Daniel Foci |
| Senior Vice President (SVP) | Jessica Brigandi |
| Chief Marketing Officer (CMO) | Benoit Garbe |
| Vice President (VP) | Jen Zink |
| VP Marketing | Andy Goeler |
| VP, Integrated Media | Sherman Fabes |