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From Startup to Super Bowl: How Cirkul Delivered Winning Results
In 2025, Cirkul, a rapidly growing company that transforms how beverages are developed, distributed and enjoyed, leveraged its debut Super Bowl commercial as an opportunity to elevate the brand to a new national level after staying purposely quiet the past few years while the company focused on keeping up with growing demand. The commercial starring Adam Devine cleverly broke the fourth wall by culminating in a real-life giveaway of 100,000 Cirkul Starter Kits, following Devine’s comedic blunder in the ad.
Paired with a 360-campaign that included video boosting, social media and a widespread earned media approach, the ad captivated local and national audiences alike.
Given how hands-on Co-Founders Garrett Waggoner and Andy Gay have been with Cirkul since its inception, it was important to them to write the spot themselves to ensure it stayed true to the brand. By featuring comedic actor and true fan of the brand Adam Devine, Cirkul positioned itself as innovative and approachable, while staying true to what the brand is all about: helping people drink more water in a way that’s more customizable, convenient and fun. The campaign’s multi-prong approach, alongside the star power of Devine, led to increased brand awareness, consumer engagement and lots of social media buzz.
Paired with a 360-campaign that included video boosting, social media and a widespread earned media approach, the ad captivated local and national audiences alike.
Given how hands-on Co-Founders Garrett Waggoner and Andy Gay have been with Cirkul since its inception, it was important to them to write the spot themselves to ensure it stayed true to the brand. By featuring comedic actor and true fan of the brand Adam Devine, Cirkul positioned itself as innovative and approachable, while staying true to what the brand is all about: helping people drink more water in a way that’s more customizable, convenient and fun. The campaign’s multi-prong approach, alongside the star power of Devine, led to increased brand awareness, consumer engagement and lots of social media buzz.
Speakers
Key Takeaways
- Learnings and advice for emerging DTC and performance-focused brands on leveraging a Super Bowl ad buy to drive optimal results
- Explore the strategic decision-making and creative concepts behind Cirkul’s Super Bowl campaign, including build-up to the ad debut and continuing momentum beyond
- How brands can identify and leverage the right talent for optimal awareness, results and staying true to a company’s core purpose and values
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