Peanut butter-flavoured American whiskey brand Skrewball Whiskey has launched its Skrew the Usual campaign, encouraging customers to try something new. The campaign is the largest from the brand since it was acquired by Pernod Ricard in 2023. 

 

The campaign debuts ‘Skrew’, the brand’s new fictional figurehead, who encourages viewers to depart from their usual choices and try Skrewball. The campaign includes 30-, 15-, and 6-second short films for social media, search, and online. Out of home advertisements will also launch from June in the brand’s key markets. 

 

Kuppy Sampale, brand director of Skrewball Whiskey at Pernod Ricard, said: “With the introduction of Skrew the Usual, we’re inviting our audience to choose exploration over routine and celebrate trying something new, like the unexpectedly delicious flavour of peanut butter whiskey.”

 

Steve and Brittany Yeng, Skrewball founders, said: “Skrewball has always been a brand that pushes boundaries and challenges expectations. We’re excited to bring the Skrew the Usual mentality to more people with our new campaign and hope it encourages people to give Skrewball a shot... literally.”

 

Skrewball was founded in 2015 by husband-and-wife team Steven and Brittany. The brand, citing Nielson statistics from April, says it is currently the top peanut butter whiskey in the United States with 83% of market share.