The Community Agency/ Funky Buddha Brewery

Client: Funky Buddha Brewery / The Community Agency – United States

Service: Media Relations + Strategic Positioning for Super Bowl Campaign
Sector: Consumer Packaged Goods (CPG) / Alcohol / Creative Advertising

Challenge:
Funky Buddha Brewery, a Florida-based craft brand known for its free-spirited identity, partnered with The Community, a leading multicultural ad agency, to launch its new hard seltzer line. The campaign was set to air during the Super Bowl, the most high-stakes advertising event in the U.S., with over 100 million global viewers and fierce competition for media coverage.

But without an in-game Super Bowl media buy, our challenge was clear:
Break through the Super Bowl noise and secure meaningful visibility for the creative campaign itself, highlighting both the bold brand and the agency’s innovation.

Approach:
We positioned The Community's “Funky the Ordinary” campaign as a culturally smart, technologically daring creative that leveraged Snapchat AR filters, social storytelling, and quirky humor to differentiate Funky Buddha in a saturated hard seltzer market.

We also framed the work within the context of inclusive creative innovation, underscoring The Community’s role as a premier multicultural agency delivering culturally resonant work during a globally visible moment.

Key Wins:

• Adweek coverage: Highlighted Funky Buddha’s unique creative and use of tech in its Super Bowl-week campaign

• Additional features in Forbes, Shots Creative, Ads of the World, and Adweek Media, amplifying campaign reach

• Messaging reframed the campaign as a creative workaround to Super Bowl inaccessibility, spotlighting ingenuity

• Elevated The Community’s reputation as a go-to agency for high-impact storytelling

Results:
- National and trade press visibility during Super Bowl week, without a traditional in-game ad buy
- Positioned The Community as a boundary-pushing agency capable of capturing major moments without a billion-dollar media budget
- Showcased Funky Buddha’s personality-driven approach and tech integration to stand out in the hard seltzer space
- Validated the creative campaign’s resonance through earned media exposure in top-tier outlets