christopher mcgauran
THE STORY
In 2012, the people of Evan Williams decided they wanted a fresh campaign to replace the current campaign which had been running for 2 years.
THE OBJECTIVE
Create a campaign including outdoor & magazine advertising, and create a 30 second spot which is stemmed directly from the print campaign designs.
THE RESULT
"Seriously Good Bourbon" was the idea. A two-part campaign was created. The first focused on the message, clean and simple. Creating a series of simple, clean layouts using orange bourbony backgrounds and textures combined with clean and straightforward photography communicated the message effectively. A 30 second TV spot was written, developed and brought the ads to life. In addition, a packaging update was also executed with some glass blown signature features.
America's #3 best-selling straight whiskey brand, saw double-digit growth from 2013-2014 when category sales were flat and continues to exceed category growth. The latest campaign concepts tested with a dramatic 54% purchase intent.
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