Maker’s Mark, the renowned bourbon brand, has unveiled its first-ever ad campaign aimed at growing its global image. The campaign, created by Leo Burnett, showcases a departure from Maker’s Mark’s traditional advertising style and embraces a more contemporary approach. With the goal of inspiring curiosity and highlighting the brand’s handcrafted spirit, the ad sets out to engage consumers and spark their imagination.
Maker’s Mark is well-known for its ads that highlight the brand’s heritage and history. However, the new ad campaign takes a different direction, breaking away from the conventional codes of aged spirits and bourbon ads. Instead of featuring wheat fields and cocktail bars, the ad captivates viewers with smashing windows, explosions, and other special effects. This bold move aims to show consumers how Maker’s Mark can be a part of their lives and inspire them to embrace the brand’s spirit of curiosity.
According to Rob Samuels, Chief Distillery Officer at Maker’s Mark, the decision to shift the advertising strategy was driven by the desire to connect with consumers on a deeper level. By stepping out of their comfort zone and showcasing a more contemporary approach, Maker’s Mark hopes to engage a wider audience and tell their story in a unique and inspiring way.
While Maker’s Mark is venturing into new territory with their ad campaign, they remain committed to honoring their handcrafted spirit. The ad features the iconic Maker’s Mark bottle, dipped in red wax by hand, symbolizing the brand’s dedication to craftsmanship. By blending contemporary elements with nods to tradition, Maker’s Mark strikes a balance between innovation and heritage, appealing to both new and seasoned bourbon enthusiasts.
Leo Burnett, the global lead strategic and creative agency, was chosen by Maker’s Mark to create this groundbreaking ad campaign. Having been retained earlier this year, Leo Burnett brings a fresh perspective and expertise in crafting compelling narratives. Their collaboration with Maker’s Mark has resulted in an ad that breaks the mold, capturing attention and sparking curiosity.
Doe Anderson, Maker’s Mark’s longtime U.S. lead agency, continues to play a vital role in the brand’s marketing efforts. They serve as a strategic partner on a global scale, ensuring a cohesive approach to the campaign across different markets.
Maker’s Mark’s new ad campaign is set to make its debut in the United States through streaming TV and online video platforms. In the coming months, it will also premiere on broadcast TV in Canada and Australia, with plans to expand to the United Kingdom, Germany, Singapore, and South Korea in 2024. By targeting a global audience, Maker’s Mark aims to tap into “universal truths” that resonate with premium spirits drinkers worldwide.
According to Victoria Hall, Chief Marketing Officer at Maker’s Mark, curiosity is one of those universal truths. Premium spirits drinkers are inherently curious and always seeking new discoveries. By tapping into this shared trait, Maker’s Mark hopes to connect with consumers on a deeper level and create a lasting impression.
Understanding the importance of appealing to a global consumer base, Maker’s Mark has taken a strategic approach to their ad campaign. The brand aims to showcase their unique story and values in a way that resonates with audiences around the world. By emphasizing curiosity and discovery, Maker’s Mark is positioning itself as a brand that transcends borders and invites consumers on a journey of exploration.
While Maker’s Mark has not disclosed specific ad spending figures, it is clear that the brand is committed to investing in their “Make Your Mark” campaign. By shifting support and resources behind this new initiative, Maker’s Mark is demonstrating their dedication to expanding their global image. This investment reflects the brand’s confidence in their new ad campaign and its potential to make a significant impact on a global scale.
FAQs
Q: What is Maker’s Mark’s new ad campaign about? A: Maker’s Mark’s new ad campaign aims to expand the brand’s global image by embracing a more contemporary approach and inspiring curiosity among consumers.
Q: Who created Maker’s Mark’s new ad campaign? A: The ad campaign was created by Leo Burnett, the global lead strategic and creative agency for Maker’s Mark.
Q: How does Maker’s Mark balance innovation and tradition in their ad campaign? A: Maker’s Mark combines contemporary elements, such as smashing windows and explosions, with nods to tradition, such as hand-dipping the iconic bottle in red wax, to strike a balance between innovation and heritage.
Q: When and where will Maker’s Mark’s new ad campaign be released? A: The ad campaign will debut in the United States through streaming TV and online video platforms, followed by premieres on broadcast TV in Canada and Australia. In 2024, the campaign will expand to the United Kingdom, Germany, Singapore, and South Korea.
Q: What is Maker’s Mark’s approach to reaching a global audience? A: Maker’s Mark aims to tap into “universal truths” that resonate with premium spirits drinkers worldwide, with curiosity being one of those shared traits. The brand seeks to connect with consumers on a deeper level by emphasizing discovery.
Q: How is Maker’s Mark investing in their new ad campaign? A: While specific ad spending figures have not been disclosed, Maker’s Mark is shifting support and resources behind their “Make Your Mark” campaign, demonstrating their commitment to expanding their global image.
Q: Who is Maker’s Mark’s global lead strategic and creative agency? A: Leo Burnett is Maker’s Mark’s global lead strategic and creative agency, responsible for creating the brand’s new ad campaign.
Q: Which agency is Maker’s Mark’s U.S. lead agency? A: Doe Anderson is Maker’s Mark’s U.S. lead agency and serves as a strategic partner on a global scale.
Q: What is the primary goal of Maker’s Mark’s new ad campaign? A: The primary goal of Maker’s Mark’s new ad campaign is to inspire curiosity among consumers and showcase the brand’s handcrafted spirit in a more contemporary way.
Q: How does Maker’s Mark plan to expand its global image? A: Maker’s Mark plans to expand its global image by targeting a wider audience and tapping into “universal truths” that resonate with premium spirits drinkers worldwide.
Q: What is the significance of Maker’s Mark’s new ad campaign? A: Maker’s Mark’s new ad campaign represents a departure from their traditional advertising style and reflects the brand’s commitment to innovation and expanding their global presence.
First reported by AdAge.
