Agency: Doe-Anderson
Client: Maker’s Mark Bourbon
Delivered: TV, 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.
TV: String Theory
To weave holiday magic into the season, we transformed Maker's Mark's signature red wax into a beacon of warmth and connection, guiding fans toward cherished moments and festive gatherings.
Localization
A large part of Maker’s marketing is dedicated to regional brand management. It’s a large volume of work process that involves Brand Managers across every region of North America. Here is a snap shot of 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 with Purpose: Spirited Women
Maker’s Mark turned Women’s History Month into an active celebration of empowerment with the Spirited Women campaign, going far beyond a simple tribute to powerful women. This program transformed bottles of Maker’s Mark bourbon into tangible symbols of connection and social change, fostering real-world and online exchanges that linked women across the globe. Inspired by the brand’s trailblazing female co-founder Margie Samuels, the campaign brought together artistry and purpose to shine a spotlight on the women who inspire us.
Packaging with Purpose: Greats of The Gate 10-year Series
Recognizing the essential yet often overlooked contributions of thoroughbred industry workers—trainers, stable hands, groomers, and caretakers—Maker's Mark launched the "Greats of the Gate" series. This initiative not only honors legendary horses but also addresses food scarcity among these dedicated individuals. Proceeds from the inaugural Man o' War bottle are funding a new food pantry at The Thoroughbred Center, ensuring those who uphold the racing industry receive the support they deserve.
Packaging: 50 Year Partnership
Time and longevity are foundational to the bourbon and spirits industry. Crafting and marketing products that require 6 to 15 years to mature demands a mindset dedicated to long-term excellence and patience. As we celebrate our 50th year as a leader in this field, we didn’t just talk about our experience—we put it in a bottle. This commitment to enduring partnerships and maintaining the highest standards reflects our dedication to shaping the future of our industry, one timeless step at a time.
