Super Bowl Campaign for Funky Buddha x The Community Agency

Client: The Community Agency (on behalf of Funky Buddha Premium Hard Seltzer)
Role: Strategic Communications Lead / PR Consultant
Goal: Drive national visibility for The Community’s Super Bowl campaign “Funky the Ordinary,” while elevating the agency’s creative leadership and supporting Funky Buddha’s regional product expansion.

Challenge

With in-game Super Bowl advertising locked out for alcohol brands, The Community sought to generate high-impact visibility for their creative work with Funky Buddha. The campaign needed to stand out in a crowded hard seltzer market during the most competitive advertising window of the year, all on a condensed timeline.

Strategic Approach

- Crafted and deployed a targeted media strategy with messaging tailored to advertising, creative innovation, and beverage industry verticals
- Positioned the campaign as a standout example of AR-powered, omni-channel creative execution, leveraging The Community’s Snapchat Creative Lens Partner status
- Pitched the narrative to top-tier outlets, highlighting the campaign’s cultural relevance, production value, and use of emerging tech (voice augmentation, face mesh, AR lenses)
- Amplified agency credentials while promoting Funky Buddha’s Florida launch and Southeast market expansion

Results

Secured placements in:
- National advertising and brand press: Adweek (multiple placements), Forbes, Shots, Ads of the World
- Featured in Super Bowl roundups and creative best-of lists, elevating visibility for both Funky Buddha and The Community

Campaign Impact:
- Positioned The Community as a bold creative force in the competitive Super Bowl ecosystem
- Helped Funky Buddha Premium Hard Seltzer gain awareness ahead of Southeast expansion
- Amplified the agency’s profile across multiple verticals, supporting its continued growth and reputation as a leader in immersive and culturally driven storytelling

Business Outcomes & Strategic ROI

- Strategic Timing: Secured high-profile placements within days of campaign launch, despite intense media competition surrounding Super Bowl LV
- Thought Leadership: PR campaign reinforced The Community’s reputation as an AR and cultural innovation leader, contributing to industry recognition and awards pipeline
- Brand Traction: Generated excitement and visibility for Funky Buddha’s regional expansion, supporting retailer sell-in and customer awareness in new markets
- Media Relationships: Built long-term value through high-trust relationships with top-tier editors at Adweek, Forbes, and Shots,