Agency: Doe-Anderson
Client: Maker’s Mark Bourbon
Delivered: Websites, social campaigns, new products, brand campaigns, localization partnerships, wearables, ambassador program, retail campaigns, bottle design, packaging design.
This is just a wonderful brand to work on. As North America’s creative lead I collaborated with teams, multiple agencies and clients for new ways to interact and view a very iconic brand. Below are some of my favorite projects.
Campaign: Glass to Garden
As the world’s largest B-Corp distillery, Maker’s Mark Bourbon wanted to do something about the amount of glass (28 billion pounds) that traditional recycling overflows into landfills. So, in partnership with Kroger grocery stores – we created the Glass to Garden upcycling program. Instead of having people throw glass bottles into bins that could eventually lead to landfills, we gave them the opportunity to pulverize the bottles at local grocery stores and turn them into a reusable soil mix that helps local farmers and community gardens grow food. For the experience, we placed portable glass pulverizers in stores and created a full retail campaign complete with point-of-purchase elements to help crush our sustainability goals.
Campaign: The “Un-Ugly” sweater collection
We wanted to stop the enormous waste that fast fashion creates with disposable clothing. Our target was micro plastic, single wear, “ugly” holiday sweaters. We partnered with the sustainable fashion house The Endery to create a series of hand-knitted Peruvian designed holiday sweaters that were made from 100% deadstock wool, recycled paper and zero plastics. All sweater proceeds were used to improve the Peruvian communities that knitted our sweaters through Maker’s Give Back Program.
Campaign: Localization
A large part of Maker’s marketing is dedicated to regional brand management. It’s a large volume work process that involves Brand Managers across every region of North America. Here is a snap shot at what we made together, and a great example of how you can flex a visual ID system to create an interesting flow of work.
Packaging: 50th Year Business-to-Business Promotion
Time and longevity are crucial elements to the bourbon and spirits category. It demands a different mindset to create and market products that can take anywhere between 6 -15 years to create. So to raise awareness of our agencies 50th year of being a category leader in this field we utilized time in way potential clients couldn’t ignore. We put it in a bottle.
