There are lots of bourbon whiskeys that look and talk the same way: rugged, rustic and outdoorsy. But Sazerac's 1792 bourbon is different – more urban and more stylish. So we decided to embody that difference and put it at the heart of a new campaign called ‘UNtypical’.

We launched a range of ‘UNtypical’ posters inspired by vintage European illustrated posters. A new, sophisticated look and feel for a more sophisticated bourbon. This poster series is part of a broader campaign that also included social media and digital content.

Immediately after its launch in November 2021, the campaign got recognition from the ad industry, being the main feature on websites like Ad Forum, and received praise from ad critics blogs. The campaign also opened doors to more business opportunities and to expand our portfolio across more Sazerac brands.