Beam Suntory-owned Bourbon Maker’s Mark has launched a new global brand campaign with the aim of becoming “an iconic global American whisky brand”.
‘Make Your Mark’ attempts to inspire consumers to ask “what if?” and to challenge convention, beginning with ‘They Say’, a film compilation of vignettes “showcasing the possibility that awaits when we break from conventional wisdom in pursuit of progress”.
The activation launched in the US yesterday [27 July], moving on to Canada in August before a global rollout in 2024, with six-, 15- and 30-second versions of the spot featuring on television, over-the-top media (such as Hulu, Roku), online video streaming, digital and social media.
It was developed by Leo Burnett under executive creative director Sam Shepard, and was directed by Henry Scholfield, a music video and commercial director.
The campaign also includes the relaunch of Maker’s Mark’s global website and consumer ambassador programme, and will be supported by limited-edition product releases, media and talent partnerships, retail programming, experiential activities and PR.
“To us at Maker’s Mark, this is more than just a campaign; it’s our entire brand ethos and experience,” said KK Hall, global brand vice president of Maker’s Mark. “We’re excited for the ‘Make Your Mark’ campaign to be a beacon of this mindset for whisky fans around the world.”
Maker’s Mark owner Beam Suntory announced last week that CEO Albert Baladi was standing down, to be replaced on 1 October by Greg Hughes, currently the company’s chief growth & Brands officer.
Why being a B Corp should be on your to-do list, by the brands that know – Market Intel
