The lines tell the whole story. Fans wearing Bills jerseys, Ravens gear, random team colors—all waiting patiently for their turn at the V.I.PEE restroom. Not because they have to, but because they want to.
Founders Agency didn’t just create another brand activation for the Buffalo Bills tailgate. They built luxury bathrooms where luxury bathrooms don’t exist—and somehow made it feel inevitable.
Rolling like a V.I.PEE
Founders went full commitment on the concept. “ROLLIN’ LIKE A V.I.PEE” spelled out on custom toilet paper. A proper step-and-repeat backdrop that had fans posing like they’d won something. Separate entrances that meant something—no unisex porta-potty horror shows here.
The messaging hit different too. “YOUR CUP OF (HARD) TEA” wasn’t just wordplay when you’re dealing with tailgate bathroom realities. Clean facilities with working amenities? That really is your cup of tea.
The agency move that works
Founders succeeded because they started with utility, not creativity. Instead of pitching another sampling tent or cornhole sponsorship, they identified tailgating’s actual pain point and fixed it. Clean bathrooms. Working sinks. Toilet paper that doesn’t run out.
The crowd management told the real story. Organized lines instead of chaotic rushes. Fans lingering instead of sprinting away. People taking photos at a bathroom activation because Founders made the experience genuinely worth sharing.
Beyond the obvious
What’s smart about Founders’ approach isn’t the bathroom puns or the blue branding. It’s recognizing that tailgating’s biggest pain point was also its biggest opportunity. Every other agency fights for the same sampling tent real estate. Founders went where no one else wanted to go.
The wooden block games and photo ops kept people engaged while waiting, but Founders’ real win was solving a problem everyone has but nobody wants to admit. When your agency creates brand experiences that make people’s day measurably better, you don’t need to work so hard to get their attention.
Founders proved that V.I.PEE worked because it was useful first, branded second. Sometimes the best agency thinking just fixes what’s broken.
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