We were asked to launch Maker’s 46, the first new bourbon from Maker’s Mark since the introduction of the original handmade bourbon back in 1958.

Original Maker’s Mark is one of the most beloved brands in its (or any other) category, having been recently named the 18th “most trusted brand in the world” by Entrepreneur magazine. And since Maker’s 46 starts with fully matured Maker’s Mark, it made sense to draw on the personality that has been developed over 40-some years of Maker’s Mark advertising. That personality is sophisticated without being snobbish, inviting, and self-deprecating. As Bill Samuels, Jr., longtime President of Maker’s Mark once said, “we take the whisky seriously – not ourselves.” We used the brand’s iconic red wax as the backdrop for all the messaging, marking the campaign as inimitably Maker’s.

Test results for the campaign were so positive that the work was rushed into publications ahead of schedule. The trade and consumers have responded strongly, creating a sharp spike in Maker’s 46 sales.