Creative Works Brand Strategy Super Bowl LVII

Top 5 Super Bowl LVII stunts, from Hendrick's Gin’s cucumber blimp to Hormel chili beer


By Audrey Kemp, LA Reporter

January 30, 2023 | 7 min read

As the country prepares for the biggest sports event of the year, brands are unveiling some of their most playful ad campaigns. Here are five weird and wonderful brand activations inspired by Super Bowl LVII.

hendrick's gin 'cucumbair' blimp

A stunt from Hendrick's Gin offers the elite a cleaner way to travel / Credit: Hendrick’s Gin

5. In-game doinks = free pizza from DiGiorno

football on field with digiorno lettering

It’s not delivery – it’s a DiGiorno doink. Frozen pizza brand DiGiorno vows to give a few lucky fans free pizza if either team kicks a doink (described as a football kick hitting a goalpost’s upright or crossbar) during the Big Game on February 12.

Beginning February 4, fans can sign up for their chance to win at

4. Eli Manning may be your +1 at the next Super Bowl

Verizon is giving away Super Bowl tickets to fans for the next three years. To help spread the word, the carrier tapped former NY Giants quarterback Eli Manning to pitch himself to join one of the 20 lucky winners of the sweepstakes – even offering to coach their kid’s football team if they agree to take him along.

To enter for a chance to win, customers can stop by their local Verizon retail store through February 15.

3. Heinz tests football fans’ knowledge of Roman numerals

So, does anybody actually know what the “LVII“ in Super Bowl LVII stands for, anyway? Heinz investigates this in its latest campaign (spoiler alert: it stands for 57, which is the same number on the Heinz ketchup bottle).

“Our Heinz team, and the larger Kraft Heinz Company, are evolving marketing strategies to lean more heavily on creativity and disruption in culture,“ says Alyssa Cicero, brand manager of Heinz. “While we’ve created official Big Game ad spots in the past, with it being the 57th game, it was the perfect year for us to do something really big – like ending the longstanding Roman numeral debate in a way only Heinz can: with the iconic 57 on the ketchup bottle.“

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

2. Hendrick’s Gin introduces ‘CucumbAir’ for the uber-rich

hendrick's gin 'cucumbair' blimp

The Super Bowl is one of the most popular events for private jet use among the elite; however, this convenient and luxurious mode of transportation is not so climate-friendly. That’s why Hendrick’s Gin has launched CucumbAir, a low-emission, extremely slow and inconvenient flying cucumber airship for high-net individuals (unless it’s a stunt, of course).

The brand says CucumbAir prioritizes lavish living above all else. Taking several days longer than jet travel, CucumbAir passengers may not make it to Glendale, Arizona in time for kickoff. Instead, passengers will be provided fuzzy green slippers, rose-scented body oil, a cucumber slice eye mask, a cup of tea, botanical tooth powder and a curated selection of incredible onboard Hendrick’s cocktails. They will also get to enjoy an in-flight performance of a Kafka novel or Sondeheim musical, a reiki session and a violinist who can play Ave Marie in three languages.

Those interested to book CucumbAir to the Big Game can have their assistant DM @HendricksGinUS reserve their flight. Be sure to have your client’s payment info, as well as caviar and Sherlock Holmes book preferences on hand.

1. Sip on Hormel’s Chili Cheese Dip flavored beer

It’s the game-day sipper nobody ever asked for: Hormel’s Chili Cheese Dip flavored beer.

Hormel teamed up with Modist Brewing Company to brew a beer that allegedly tastes like Hormel Chili Cheese Dip in a process they call Chilification. According to the brand, the American lager features Minnesota Pilsner barley malt and flaked corn, companied by a mix of savory spices and hints of cheddar cheese powder. Fans can get their hands this limited run of four-packs by visiting for $24, shipping and handling included.

To learn more about brands’ Super Bowl LVII plans, check out The Drum’s big game ad scoreboard here. For more, sign up for The Drum’s daily US newsletter here.

Creative Works Brand Strategy Super Bowl LVII

More from Creative Works

View all


Industry insights

View all
Add your own content +