Jefferson’s Bourbon will be served at The Penguin’s activation at San Diego Comic-Con.
Warner Bros. Discovery announced this week that Jefferson’s Bourbon is a title sponsor for Max’s The Penguin. Jefferson’s has been tapped for a slate of advertising products that includes co-marketing opportunities, custom creative content, and a consumer activation at San Diego Comic-Con. Comic-Con kicks off this weekend ahead of the series premiere on Max this September.
According to Adweek, The Penguin and Max have recreated Gotham’s Iceberg Lounge and unveiled the Gotham Ice Truck in front of the San Diego Convention Center, giving fans a glimpse of Gotham’s criminal underworld. The Iceberg Lounge was first seen in the acclaimed 2022 film “The Batman.” The lounge activation includes exclusive giveaways, an immersive environment, and photo opportunities in front of props like the Penguin’s iconic purple Maserati.
To enter the main club, guests will have to find a password that will give them access to the inner sanctum, 44 Below (a club within a club). Once inside, participants in Gotham’s Iceberg Lounge experience will be able to enjoy Jefferson’s Bourbon, cocktails, and live DJ sets. The activation is only open to participants 21 and older on Friday and Saturday of Comic-Con weekend.
Ryan Gould, head of digital ad sales at Warner Bros. Discovery, said this is the first time Max has partnered with a brand sponsor for a massive pop culture event like San Diego Comic-Con. “Historically, we would do activations with brands that were owned and operated by us in isolated areas,” Gould said. “We feel like this will be one of the marquee activations at Comic-Con.”
Gould said the partnership with Jefferson’s Bourbon is a key driver to build the franchise. Ahead of the show’s premiere in September, he said they’re working with Jefferson’s Bourbon and two other sponsors to create thematic content and other custom creative experiences that mirror the look and feel of the series, which he said is the best way to present the brand partners in the ecosystem.
Jenny Hermanson, Senior Director of Omnimedia Strategy at Pernod Ricard, the parent company of Jefferson’s Bourbon, is “thrilled” with the partnership.
“The story of The Penguin provides a relevant backdrop to showcase Jefferson’s unconventional approach to bourbon and spotlight characters who see the world differently,” Hermanson said.
Gould is hopeful The Penguin, which stars Colin Farrell reprising his role from 2022’s The Batman, will be a big deal for the streaming service. According to Adweek, The Batman grossed $771 million at the worldwide box office against a $185-200 million budget.
“We anticipate coming off of House of the Dragon that The Penguin will probably be the next big hit that we’re excited about,” Gould said.
About Jefferson’s Bourbon
Trey Zoeller and his father, Chet, a famed bourbon historian, established Jefferson’s in 1997. They were continuing a family tradition that goes back to 1799 when Trey’s eighth generation grandmother became the first woman on record in America to be arrested for the “production and sales of spirituous liquors.” Over the last 25 years, Trey has brought a unique perspective to Jefferson’s, seeing bourbon through the lens of nature, exploration, and experiences. The brand has led with innovations in the art of blending and maturation, yielding distinctive flavors.
Image Credit: The Penguin/The Batman Official X Account.
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