47: Structure/Embracing Change: Winning Shot
Idea: MLS partners with a liquor brand to create new liquor flavors and new types of shot glasses. The liquor flavors could be chosen to appeal to MLS team cities (ex. Washington apple, Miami passionfruit). The shot glasses could be designed to represent MLS teams. The shot glasses could have a unique shape. They could be made from a unique material.
I think it would be smart for MLS to partner with a liquor brand that has a similar archetype (outlaw/rebel).
Possible liquor brands:
Jack Daniels Whiskey
Crystal Head Vodka
Nonconformity? I think that most liquor ads have somewhat of a nonconforming, rebellious feel. I think it would be really easy for MLS to use a liquor brand to show nonconformity.