Mark of the Maker | Doe-Anderson Advertising
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Mark of the Maker

The challenge: rekindle the romance between premium bourbon explorers and Maker's Mark for a global audience of Millennials seeking authenticity.

 

The Solution

We revealed the brand's truly unique character by taking our skeptical consumers to the one place where Maker's Mark is still made today, by hand, one bottle at a time.

Website

A newly designed, simplified web experience focused on the brand's key messaging while still allowing visitors to discover their own way to mix their Maker's in a variety of cocktails. We also made it easier for those wanting a firsthand look at the magic to book a tour.

Online Delivery

Our first foray into e-commerce was designed to be as smooth as the whisky itself.

Print/OOH/DM

We put a fresh twist on the brand's key visual assets such as the distinctive bottle and label and the story of the founding family – and, of course, that iconic hand-dipped red wax.

Social Media

A carefully curated mix of posts on topics most relevant to our consumer helps keep Maker's Mark at the top of the engagement rankings in the spirits category.

The Results

At the end of 2018, we saw sharp upshifts in craft credibility, quality and relevance with our key audience. Even better, sales volume and value grew at a rate far exceeding the category, solidifying our position as the #1 craft bourbon. Who says romance is dead?

At the end of 2018, we saw sharp upshifts in craft credibility, quality and relevance with our key audience. Even better, sales volume and value grew at a rate far exceeding the category, solidifying our position as the #1 craft bourbon. Who says romance is dead?

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