Brown Sugar Bourbon (BSB)
Industry: Alcohol / Spirits
Services: Campaign Development | Content Production | Photography | Videography | Creative Direction | Social Media Strategy | Social Media Marketing
How IRL Built the Celebrity-Backed Brown Sugar Bourbon Brand on Social Media
SOCIAL MEDIA STRATEGY AND MARKETING
“You guys killed it. I love all the content from our shoots. You’ve really built this brand.”
SOCIAL-FIRST VIDEOGRAPHY
PHOTOGRAPHY
CASE STUDY:
From Shelf to Spotlight
When Jamie Foxx took ownership of Brown Sugar Bourbon (BSB), the brand needed more than buzz; it needed a bold presence in a crowded spirits market. IRL Agency stepped in to craft a social-first strategy that fused celebrity influence, content production, and strategic partnerships to fuel explosive growth.
The Challenge
Compete with established players in the alcohol industry.
Build a loyal digital community from scratch.
Leverage Jamie Foxx’s star power without relying solely on his name.
The Strategy
We built a multi-layered brand strategy designed to create cultural relevance and measurable impact:
Celebrity Integration: Amplified Jamie Foxx’s ownership with creative, authentic storytelling.
Content Engine: Full-scale photo + video production showcasing lifestyle moments, on-trend cocktail content, and bold creative direction.
Strategic Partnerships: Connected BSB with national brands like TGI Fridays and Foxx TV’s Alert, tying the bourbon to culture and entertainment.
Social Media Growth: Elevated BSB’s Instagram presence with content that resonated, converting casual scrollers into loyal fans.
The Execution
Launched a BSB x TGI Fridays collaboration, complete with an exclusive cocktail menu, expanding the brand into the food and beverage industry.
Produced the “Alert Latte” campaign for Foxx’s TV show Alert, integrating BSB into pop culture with a coffee-based cocktail.
Created high-energy, lifestyle-driven photo and video content to tell the BSB story across channels.
Activated Jamie Foxx’s voice and presence on social to organically boost awareness and engagement.
The Results
The impact spoke for itself:
11.6M+ video views across campaigns.
1.6M+ engagements on social content.
4.6M+ organic impressions.
3.5x growth in followers.
5.5x engagement rate vs. industry average.
BSB went from shelf recognition to cultural relevance, proving that with the right mix of celebrity power, strategic partnerships, and world-class content, people don’t just notice, they engage.
Ready to transform your brand? Let’s bring your vibe to life.
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