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SAWGRASS SPLASH CURATED KITS

THE PLAYERS Championship 2021

GOLF Channel

OBJECTIVE

With it’s appealing party atmosphere and iconic setting, THE PLAYERS tournament was the perfect opportunity to re-engage casual golf fans and reach a broader sports audience on NBC. But how could those things translate when viewing at home?
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SOLUTIONS

The answer smartly combined signature elements of the TPC Sawgrass experience: The official cocktail–The Sawgrass Splash–and the 17th “Floating Green.” By collaborating with a glassblower to create custom drinkware, a chillable glass replica of the 17th literally floated in the cocktail while keeping it cool. The glassware, cocktail recipe and accompanying coasters were housed in a custom display box meant to be enjoyed while watching the tournament year after year and sent to talent, influencers and celebrities leading up to the event.

Results

Hundreds of Sawgrass Splash curated kits were produced and sent to influencers who shared Sawgrass Splash drink recipes and gave their audiences a chance to win their own set. THE PLAYERS Championship 2021 enjoyed increased viewership, and viewers certainly enjoyed watching with beverage in hand. Cheers to that.

OBJECTIVE

With it’s appealing party atmosphere and iconic setting, THE PLAYERS tournament was the perfect opportunity to re-engage casual golf fans and reach a broader sports audience on NBC. But how could those things translate when viewing at home?

SOLUTIONS

The answer smartly combined signature elements of the TPC Sawgrass experience: The official cocktail–The Sawgrass Splash–and the 17th “Floating Green.” By collaborating with a glassblower to create custom drinkware, a chillable glass replica of the 17th literally floated in the cocktail while keeping it cool. The glassware, cocktail recipe and accompanying coasters were housed in a custom display box meant to be enjoyed while watching the tournament year after year and sent to talent, influencers and celebrities leading up to the event.

Results

Hundreds of Sawgrass Splash curated kits were produced and sent to influencers who shared Sawgrass Splash drink recipes and gave their audiences a chance to win their own set. THE PLAYERS Championship 2021 enjoyed increased viewership, and viewers certainly enjoyed watching with beverage in hand. Cheers to that.
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