Generate excitement and incremental gift sales during the most crucial period of the year for the spirits category.
We chose to turn the distillery into an animated “holiday workshop,” with a nod to the classic stop-frame TV classics that grown-up kids look forward to viewing again every year. In this way, we further underscored the role of Maker’s Mark as a holiday classic worth sharing.
The spot tested at extremely positive levels with our target consumer. In-market, Maker’s Mark protected its share of holiday sales without having to rely on the typical cheesy “value-added” holiday chotchkies that negatively impact profitability. Anecdotally, consumers remarked to Bill Samuels, Jr. (retired President of Maker’s Mark) that it was the most delightful piece of ad creative they had seen from the brand in quite some time.