Matt Carpenter: It's Gotta Be the Salsa!
St. Louis Cardinals Third Baseman, Matt Carpenter (Carp) is well known to indulge in his homemade salsa on game days. That very practice was credited with Carp’s epic tear in the summer of 2018. After every major hit he, and even some teammates, would celebrate with a salsa consuming pantomime.
Fresh Brewed Tees partnered with Carp to bring personalized apparel to market. My team and I created a signature t-shirt, “It’s Gotta Be the Salsa” video featuring Dexter Fowler, an in-stadium giveaway in conjunction with the Cardinals, and an Ugly Christmas Sweatshirt featuring Carp as “Salsa Claus”. Highlighting his salsa habit had a tremendous effect on his personal brand. Soon his teammates, the fans, and even the Cardinals front office were on board. #ItsGottaBeTheSalsa was a sensation.