Maker's Mark

Seal the deal

Challenge: Drive awareness and trial of handmade bourbon via experiential 'takeover' of London's trendy Shoreditch district.

Concept: Wax Lyrical with handmade sampling experiences

Execution: Maximise "on the ground" impact through multi-tiered sampling activities at style bars, art galleries and Liverpool Street station. Link with creative artists via wax sculpting nights and gallery sponsorship to reinforce Maker's Mark "handmade individuality". Surround experiential events with extensive sampling opportunities, integrated with local poster and underground ads.

Results: 15m OTS created; sampling targets exceeded by 20%; Maker's Mark became fastest growing US Whiskey by end of 2010

http://www.youtube.com/watch?v=-z6drCbZ_i8&feature=youtube_gdata_player