In 2021, the U.S. Supreme Court ruled that college athletes could finally profit off their own name, image, and likeness. Creating a gourmet dijon mustard with University of Texas football player Bijan Robinson was the next logical step.
2022
The brand launched with a pair of films starring Bijan.
“Cheer Up”
“Pass”
Each bottle of mustard came in a box with a note from Bijan printed inside.
Autographed 1-of-1 shirts commemorated each of Bijan's on-field touchdowns.
Each shirt could be only be won on Instagram in real time.
Messages flooded in within seconds of every touchdown. Bijan scored 20 in total.
Since Bijan wore #5, the brand launched a gourmet dijon mustard candle that had nothing to do with CHANEL.
As a brand that cannot afford to be sued, each candle had a thorough disclaimer.
The brand's story and offerings could be found bijanmustardson.com.
On social, the brand was written as if it was Bijan Robinson himself. Similar to real Bijan, mustard Bijan was always positive, well-intentioned, and thorough.
During the 2022 college football season, Bijan Mustardson was everywhere.
After the season, Bijan and the brand held a featured panel at SXSW.
With the 8th overall pick in the 2023 NFL Draft, the Atlanta Falcons selected Bijan Robinson, and by association, Bijan Mustardson.
Here's the case study.
Made by Russ Rizzo (Creative), Casey Phillips (Creative), and Craig Allen (Chief Creative Officer) at CALLEN in Austin, Texas. Featured everywhere above and more. Shortlisted at D&AD and 2x at The One Show.
