Skrewball
Project: Give Thanks & Get Basted
Skrewing with holiday traditions
The holidays are a notoriously crowded time for brands battling for attention, but Skrewball Peanut Butter Whiskey didn’t just want to show up—they wanted to stand out. The ask was to launch a bold, earned-media-first campaign that redefined how people talk about the taste of Skrewball Whiskey, using the brand’s new “Skrew the Usual” platform as a springboard for disruptive storytelling.
01The challenge
Skrewball wanted to cut through the holiday clutter with something completely unexpected—something that could earn headlines, dominate conversation, and inject humor into a season defined by tradition to stay true to the brand’s humorous tone of voice.
02The solution
Give Thanks & Get Basted—a campaign that transformed a humble kitchen tool into the toast of the holiday table during a holiday where family members that span generations (and opinions) gather together for one meal.
Balancing tradition with a dash of irreverence
Skrewball partnered with internet-favorite rapper-turned-country-star Yung Gravy, the self-declared “Gravy King,” to co-create a limited-edition Skrewball Baster Set. Together, Skrewball and Yung Gravy invited Americans to Give Thanks and Get Basted by adding nutty mischief to their family’s usual quiet and wholesome Thanksgiving traditions. Enter the Baster Set, which came complete with seven basters, a holder, and a gravy boat—designed not for stuffing turkeys, but for slinging Skrewball shots across the dinner table.
03The impact
Thanksgiving’s unexpected new star
Creating coverage and conversation across owned, earned and paid channels, the Skrewball Give Thanks & Get Basted program was a skrewy success. The campaign sparked organic coverage, positive sentiment, and widespread consumer participation. The Baster Sets sold out through daily drops, creating a frenzy of demand and proving that peanut butter whiskey—and holiday basters—can be the centerpiece of modern Thanksgiving.
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