2022
Launching the gourmet dijon mustard of college football running back Bijan Robinson, under new NIL guidelines. Commercials. Packaging. Stunts. Products. Website. Social. The mustard leaked just days before launch when someone found it in a supermarket and posted on Twitter. Truth be told, there wasn’t really a playbook for building a gourmet football mustard brand. Which is ironic. Football itself has lots of playbooks. Good ones too.
2023
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. The logical step after that was to get on national television multiple times for free. And after that, it was only logical to hold a featured panel at SXSW. And then it was logical to get on national tv again during the NFL Draft. Just goes to show, sometimes it’s smart to follow logic.
2023
Like a rookie card. But a mustard bottle. Limited run of 150. As typical with rookie cards, rookie bottles will retain their highest value if kept in uneaten condition. Rookie bottles are also included in select wholesale cases purchased by retailers. Just like rookie cards. But mustards.
2023
A discount for opposing fans based on how many yards Bijan burned their defense for on the field that day. New coupons are released after every Falcons win. Falcons fans like them. Opposing fans are sometimes less amused.
2023
A sale where bottles of mustard were priced according to Bijan Robinson's 40-yard dash time at the NFL Combine. It lasted 24 hours and a bunch of bottles were sold. Which makes sense. $4.46 for a $7.95 bottle of Bijan Mustardson is a really good deal.
2023
A mustard-based tour tee. Luckily all the dates and cities line up perfectly with Bijan's Atlanta Falcons NFL game schedule. Not sure what we would’ve done if they didn’t. Probably cancel the whole tour? If even one date or city was off, that could’ve been catastrophic. But luckily they all line up perfectly, like I said above.
