American Dad x Green Day: Brand Partnership
ROLE: Associate Creative Director, Conceptor:
ASK: TBS tasked us with finding a brand partnership for American Dad that would activate fans of the show and connect with a new potential audience to draw in a larger viewership for its latest season of the hit animated series and create press-worthy buzz around it.
SOLUTION: American Dad partnered with Green Day and their coffee company, Punk Bunny, to create a new coffee blend to celebrate the latest season of American Dad.
My main role in this project was finding a brand that felt like a natural fit for American Dad, one that wasn’t too big or too niche, and building a partnership that made sense for the show’s tone and audience. Around that time, Green Day was on tour celebrating the 20th anniversary of American Idiot, and I saw an opportunity. A deeper dive into the band revealed they had their own coffee brand, Punk Bunny.
We pitched a partnership between American Dad and Punk Bunny that felt unexpected, fan-worthy, and buzz-worthy. Inspired by the show’s theme song, Punk Bunny created a bespoke Good Morning, USA coffee blend as a limited release. The packaging featured a custom illustration of Stan and Roger, with Stan styled like Green Day frontman, Billie Joe Armstrong.
We partnered with TBS to create a national ad using one of Green Day’s most iconic tracks. It aired during an episode, ran as a lower-thirds, and rolled out on social. To fuel the fan conversation, we created extra content like American Dad-ified Green Day album covers, which the audience went wild for.
RESULTS:
Estimated reach of 1 billion+ across ad and social content
9.89 million impressions within 24 hours of the ad going live on social (excluding TV viewership)
Ad was shared by Green Day and individual band members, amplifying reach organically
A custom American Dad-style illustration of the band hit 10 million impressions across social platforms
Campaign earned 549 million press impressions in the first week
Featured in major outlets including Forbes and Global Coffee Report
On launch day, coffee sold out faster than any previous Punk Bunny limited edition roast
Highest-performing limited release in Punk Bunny’s history
