Seagram’s Escapes Spiked was made to turn things up—with bolder flavors, higher ABV and an edgier attitude than the core brand. But in a crowded C-store fridge, it wasn’t hitting with quite enough force.
A new partnership with WWE gave us the opportunity to change that. The challenge was to create something bigger than a sponsorship: a distinctive world that could tap into WWE’s devoted fandom while building lasting equity for Spiked itself.

01. ILLUMINATION: Facing Off for The Main Event

WWE brought instant recognition, energy and a passionate fanbase. But simply putting its logo—or its Superstars—on pack would make WWE the hero and Spiked the sponsor. We needed to find the point where the two brands naturally collided.
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Spiked is all about more: more flavor, more intensity, more attitude. WWE turns that same unapologetic excess into entertainment.
That shared spirit gave us our way in.

02. REVELATION: Wear your Flavor

Rather than borrowing a WWE Superstar, we borrowed something even more iconic: the championship belt. WWE belts are more than trophies. They’re oversized expressions of personality, swagger and status—each designed to be seen, coveted and proudly worn. And that felt a lot like Spiked.

We reimagined the championship belt around Spiked’s biggest source of personality: its bold flavors. Wear Your Flavor transformed each variant into its own championship-worthy expression, giving the collaboration an idea that belonged equally to WWE and Spiked.

03. CREATION: The Gloves Come Off

We brought the idea to life through a bold new packaging system inspired by WWE’s most covetable icon.

Each can gets its own vibrant, bejeweled championship belt, wrapping around the pack and translating the personality of the flavor into its own over-the-top expression.

Rather than simply adding WWE assets to the existing Spiked design, the collaboration became part of the architecture itself—combining WWE spectacle with Spiked’s intense flavor cues, bold attitude and higher-energy aesthetic.

The result makes every flavor feel like a contender while giving the full lineup an unmistakably ownable presence on shelf.

04. REALIZATION: Pack a Punch

The collaboration came to life as more than a limited-edition pack.

We created a distinctive brand world built to capture the powerhouse energy of both brands and give Spiked a platform with room to keep growing.

The new Seagram’s Escapes Spiked x WWE debuted with an epic spectacle designed to get noticed, get talked about and introduce a new generation of fans to Spiked.

Because when two powerhouse brands step into the ring together, the result shouldn’t whisper.

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