Fireball sends freshly bald fan on Miami trip
The latest marketing stunt from Sazerac-owned Fireball asked fans to shave their hair to resemble rapper Pitbull to win a trip to Miami.
The cinnamon-flavoured whiskey liqueur brand turned a barbershop close to Hyde Park into the ‘Fireball Bald Spot’ ahead of Pitbull’s show in London last Friday (10 July).
Inspired by the American rapper’s signature look, Fireball encouraged fans to go a step further than the bald cap fancy dress that many wear to his gigs, instead offering a free head shave after which they could spin Fireball’s ‘Winning Wheel’ for a chance to win prizes.
Up for grabs was a trip to Miami, Pitbull’s hometown, which Alaeddin Alayyan won after agreeing to ‘brave the shave’.
Alayyan said of his prize: “The moment they said I’d won, I completely forgot I was bald. It’s probably the most ridiculous thing I’ve ever done, but that’s exactly why I did it. Hair grows back. But a trip to Miami? That’s a story that’ll last forever.”
The trip includes a five-night stay at the Fontainebleau Miami Beach Hotel, VIP airport transfers, an exclusive South Beach nightclub experience complete with spending money so that the winner can ‘enjoy the 305 in true Fireball style’.
Alayyan was one of the six participants to go completely bald. Throughout the day, the shop offered free shots and support for taking on the challenge.
Lorenzo Farronato, spokesperson for Fireball, added: “You don’t often get the chance to reward someone for shaving their head. When we saw thousands of fans embracing the iconic look, we thought we’d create an experience for the few willing to make it permanent – at least for a while. That’s how one shaved head turned into a trip to Miami.”
Pitbull’s show at BST Hyde Park is said to have broken the world record for most bald caps in one place, clocking in at 22,141.
Some of Fireball’s recent marketing initiatives have seen the brand offer a lifetime supply of its whisky liqueur to senior citizens, collect human tears from losing NFL fans, and search for a darts final boss.
In January, its owner, Sazerac, won a partial victory in its dispute with the LIV Golf tour over a trademark application for the use of ‘Fireball’.
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