Fernet-Branca is leaning into basketball’s most chaotic month with a new March Madness push created by Gravity Global. Titled “Can You Handle a Shot of Madness?,” the campaign pairs the adrenaline of tournament play with the uncompromising bite of the legendary bitter shot.
At the center is a 30-second hero film built around a high-energy split screen that cuts between a ticking shot clock and archival footage of basketball legends wearing Fernet-Branca jerseys. The rhythm is deliberate. The tension builds. The “shot” becomes more than a drink. It becomes a moment of truth.
Acclaimed broadcaster Ian Eagle lends his voice to the spot, reinforcing the connection between pressure-packed tournament moments and Fernet-Branca’s intense flavor profile. Eagle, known for his Final Four coverage and play-by-play work, brings credibility and familiarity to a campaign designed to break through one of the most crowded advertising windows in sports. Watch below:
“Fernet-Branca has a bold taste that you never forget from the first sip,” Eagle said. “As a broadcaster, I’m all about elevating and sharing the boldest and most intense moments. That made it a natural fit for me to partner with them, especially as they tap into this massive basketball moment. Plus, I’m a huge fan of the eagle logo.”
“March Madness is one of the most intense, competitive moments in sports. Our work had to match both the product and the moment,” adds Devin Kharpertian, Managing Director of Creative at Gravity Global. “By pairing the passion inherent in the tournament with sharp audience insights and a powerful partnership, Fernet-Branca shows up at the precise moments when fans are as primed for a shot on the court as they are a shot of madness.”
Gravity Global’s B2C division handled creative, media planning, and buying, building a go-to-market strategy engineered for impact. The hero film includes bespoke, market-specific endings, tailoring the national message to key cities such as Los Angeles, Philadelphia, Raleigh, Durham, San Francisco, and Saratoga Springs.
“In a competitive spirits landscape, this campaign reflects how Branca USA continues to think differently about marketing,” said Chris Watt, CEO of Branca USA. “Gravity Global understood our commitment to investing intentionally, leading with data, and building smarter models that allow us to speak credibly to the next generation of drinkers. We’re excited to connect with both new and longtime fans this season.”
To maximize efficiency, the agency developed a repeatable, AI-powered media model targeting audiences at peak engagement moments during tournament play. The goal was precision timing. Show up when the intensity is highest. Deliver the shot when fans are most primed for it.
The campaign also reinforces Fernet-Branca’s long-standing identity as the “bartender’s handshake,” inviting a new generation of drinkers into the ritual during a cultural moment defined by competition and celebration.
The work launches nationwide across OOH, social, and digital platform.
CREDITS:
TEAM CREDITS
BRAND: Branca USA
- Chris Watt – CEO
- Heidi Chen – VP Marketing
- Macy Hung – Brand Manager
- Josh Lachman – Senior Director, Strategy & Commercial Planning
AGENCY: Gravity Global
- Devin Kharpertian – Managing Director, Creative
- Charlie Smith – Managing Director, Client Services
- Julia Goldsmith – Director of Production
- JP Summers – Director of Strategy
- Alex Kaufman – Creative Director
- Zach Nichols – Director of Video Content
- Jon Demonte – Sr. Producer
- Mark Kasper – Editor
- Andrew Blotner – SVP Head of Media
- Lou Roberts – SVP Activation
- Adam Connett – Digital Media Director
- Chloe Daniels – Senior Biddable Manager
- David Muncie – Director of Programmatic
- Glenn Highcove – Programmatic Manager
- Virginia Brandt – Digital Associate Media Director
- Emily Cuthell – Director of Media Analytics
- Abi Datuimam – Ad Operations Manager
- Jade Hancock – Senior Ad Operations Executive
- Hang Do – Traffic Manager
- Loc Nguyen – Web and App Development Project Manager
- Lily Nguyen – Digital Project Coordinator
- Katie Phillips – Sr. Solutions Architect Web and App Development
- Nina Pena – Creative Resource Management Director
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