Jefferson’s Bourbon is breaking custom–actually and figuratively–with a brand new model platform reimagining what premium bourbon may be for contemporary drinkers.
“Custom within the Breaking” marks the Pernod Ricard model’s first work from Droga5 New York, which started working with Jefferson’s in January. Jefferson’s is trying to reposition itself as one of many main premium bourbons within the U.S.
That includes Friday Night time Lights star Taylor Kitsch and directed by Jeff Low via Biscuit Filmworks, the marketing campaign makes use of dry humor to showcase the model’s boundary-pushing spirit.
Kitsch takes viewers on an journey that defies bourbon’s conventional guidelines, shifting from stormy seas to tropical jungles to an icy mountain ledge, earlier than closing with the road “Custom within the Breaking.”
Laura Arayata, international director of artistic technique and digital transformation at Pernod Ricard, stated Jefferson’s is at an inflection level.
“We’ve all the time pushed the boundaries of what bourbon may be, and with this marketing campaign we’re seizing the prospect to reintroduce not simply Ocean, however the full breadth of our portfolio,” she stated in a press release. “It’s a daring assertion that re-establishes Jefferson’s as one of the modern and distinctive voices in American whiskey at present.”
The marketing campaign marks step one in a artistic partnership between Jefferson’s and Droga5 to reassert the model as each an innovator and a cultural presence, with a deal with connecting to fashionable customers. Droga5 performed a central function in creating the brand new visible id and artistic path.
Mark Inexperienced, international CEO at Droga5, stated that difficult conference was on the coronary heart of Jefferson’s new id.
“The model has all the time pushed the bourbon class ahead with its sense of journey, experimentation, and pursuit of perfection,” Inexperienced stated in a press release. “It doesn’t damage that Taylor as soon as once more went all-in on his craft, bringing a cheeky new aspect of himself to the function of spokesperson.”
The built-in marketing campaign will run throughout tv, social, and digital platforms.
