We gathered in a cramped room in the Zetter Townhouse in St John’s Square off the trendy Clerkenwell Road in north London for a briefing on Beefeater 24, Pern...
Maker’s Mark will run an outdoor advertising campaign in east London and consumer sampling will take place over three days at Liverpool Street over-ground station. Further sampling will take place at bars and art galleries in the area from May to July. Off trade sampling will take place at selected local retailers.
Activity is to kick off on May 24 and is expected to reach more than 1 million consumers.
In addition, a mini bar in the form of a vending machine, to be dubbed Maker’s + the Machine, will see a professional bartender sitting inside the vending machine, creating and serving Maker’s Mark cocktails. A viral campaign will launch on twitter, spreading the news that all redheads in Shoreditch receive a free cocktail from the vending machine, to highlight the signature red wax that seals each bottle of Maker’s Mark.
Maxxium UK brand manager Lee Walker said: “Maxxium UK has recognised huge potential to grow Maker’s Mark so we are investing in the most significant campaign ever launched for the brand in the UK. Maker’s Mark is already well loved among the trade. It’s the bourbon of choice for many top bartenders who appreciate the lengths the distillery goes to create a bourbon that is fantastic both served straight and in cocktails. By investing heavily in such a high-impact, visual campaign and by working with local artists we will reach our target audience of creative, discerning consumers.
“We don’t cut corners making our hand crafted bourbon to ensure every drop is the same - and we want people to know that. We want to be remembered as the UK’s favourite redhead!”
The campaign may be rolled out to other key locations across the UK over the next year.
Related articles:
