New Silver Slugger Award Campaign Bridges Generational Gap among MLB Fans

When Louisville Slugger wanted to add some sizzle to the 2023 MLB Silver Slugger award season, its longtime partners at Doe-Anderson were ready to step up to the plate.

According to MLB.com, the Silver Slugger Award has recognised the league’s best offensive player at each position since 1980. Winners are selected by MLB managers and coaches, who cannot vote for players on their own teams.

“When you think of big moments in baseball, you need to think about Silver Slugger,” said Jake Misener, Louisville Slugger marketing manager. “Players and coaches look forward to the award every season, but we want that excitement to reach the fans as well.”

The solution from Doe-Anderson is a video salute that honors the history of the sport and the award in a style that would excite the youngest fans. The “Silver Standard” creative blends old-school elements — vintage footage, the classic voice of Bob Costas — with modern graphics and music to spark a curiosity about the award, past winners and who may win in 2023. 

“Partners like our clients at Louisville Slugger inspire great thinking and great work,” said Doe-Anderson SVP and director of public relations Kathy Keadle. “The willingness to take risks and say ‘yes’ to new ideas frees us to come up with creative solutions to challenges without onerous limitations.”

The 'Silver Standard' campaign launches in early October on TV and social media, following the end of voting by coaches but before the award show on the MLB Network.