The first super premium bourbon, Maker’s Mark had developed both a loyal following and an irreverent personality. It had also developed a marketing challenge: its advertising wasn’t communicating “top shelf” to entice new whiskey lovers to become fans. Our job was to keep Maker’s unorthodox personality but give it a more upscale look. In the first year of this campaign, Maker’s saw a 23% jump in its growth rate. In the second year, an 18% jump. Now, results like those are worthy of a toast!
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