Ole Smoky Distillery of Gatlinburg, Tennessee, is teaming up with Super Bowl Champion, seven-time Pro Bowl selection and Ole Smoky investor, Jason Kelce for the 2024 “C’mon Raise The Jar” 360 marketing campaign. Kelce joins the team as the “self-appointed team captain” and will spotlight his methods and humorous approach to his new role while showcasing Ole Smoky’s suite of creative and flavorful moonshine products. The focus of the campaign will be on video content filmed at the brand’s distillery in downtown Nashville and will include extensions across the marketing mix including, in-store point-of-sale, social media and print executions.
After officially retiring from the National Football League after 13 seasons with the Philadelphia Eagles, Kelce is returning to the game by appointing himself as Ole Smoky’s team captain. Kelce’s approachable and fun-loving nature paired with his hardworking image as an NFL player, particularly as a center, align well with the authentic, creative branding of Ole Smoky. This campaign partnership creates endless opportunities for flavorful and fun tailgate experiences for sports-lovers across the nation. Through the “C’mon Raise The Jar” campaign, named after a play on the phrase “raise the bar” incorporating Ole Smoky’s iconic mason jar packaging, consumers are encouraged to incorporate Ole Smoky products in their tailgating cocktail recipes while celebrating the return of one of football’s most beloved players.
“After my departure from the NFL, I am grateful to be welcomed with open arms as Ole Smoky’s official team captain for the 2024 football season,” says Jason Kelce. “I look forward to bringing our team to victory, in addition to having some fun and raising awareness of Ole Smoky’s creative and delicious products.”
In celebration of the return of fall and tailgating season, fans can visit one of Ole Smoky’s four distillery locations, participating bars and restaurants across the country or the campaign microsite for an Ole Smoky tailgate cocktail recipe list inspired by Kelce and the tailgate experience. The Tailgate Cocktail recipes include the Apple Ginger Tailgate featuring Ole Smoky Apple Pie Moonshine and ginger ale, Gameday Punch with Ole Smoky Hunch Punch Lightnin’ Moonshine, lemonade, lemon-lime soda, and cranberry juice, Blackberry Kickoff Lemonade with Ole Smoky Blackberry Moonshine mixed with lemonade, Lightnin’ Lemonade featuring Ole Smoky White Lightnin’ Moonshine mixed with lemonade, and more.
“We at Ole Smoky are thrilled to join forces with our newly self-appointed team captain Jason Kelce, who embodies the values of hard work, determination, and authenticity – qualities that are at the heart of our brand,” says Robert Hall, CEO, Ole Smoky Distillery. “Together, we look forward to bringing our unique Tennessee spirit to tailgates across the country, celebrating the rich traditions and vibrant culture that Jason, Ole Smoky, and one of our nation’s favorite pastimes represent.”
The Ole Smoky brand was launched in 2010, shortly after Tennessee legalized the distillation of moonshine in 2009. As the first legal moonshine in East Tennessee, the brand has grown rapidly over the past 14 years. The company now employs more than 600 people, makes a wide range of moonshines and whiskeys in four distillery locations across the state, and hosts more than 5 million visitors annually. Ole Smoky officially announced a strategic investment from Patricof Co, the New York-based private investment platform for elite professional athletes, in March 2022, bringing about opportunities to partner with world-renowned athlete clients representing all major U.S. sports, including Kelce.
For more information on the “C’mon Raise The Jar” campaign, visit www.cmonraisethejar.olesmoky.com. For more information on Ole Smoky and its products, visit www.olesmoky.com.