- Maker’s Mark, a bourbon brand owned by Suntory Global Spirits, this week launched a brand new global multichannel campaign titled “Perfectly Unreasonable”, based on a press release.
- The brand push celebrates the additional effort people put into something to make it great. It is the primary campaign for the bourbon brand by creative agency Carmichael Lynch. Footage was shot by Swedish director Marcus Söderlund.
- The campaign made its U.S. premier during prime time on NBC over the Presidents Day weekend and can roll out in key global markets all year long. In addition to social media, television, streaming and digital activations, the brand is integrating with several productions featuring comedian Seth Meyers.
Maker’s Mark is appealing to labor and fervour in its recent global campaign. “Perfectly Unreasonable” is a sprawling effort which praises what one will do to create a superb product and serves as an appeal to global bourbon drinkers. The campaign comes because the American whiskey market finds itself facing a possible trade war, which could impact sales and price.
At the middle of the campaign is a 60-second hero film. It follows a person who harvests and transports a block of ice in order to make the proper ice cubes for his glass of Maker’s Mark. During the journey, he receives odd looks and encounters setbacks before returning home. The campaign will use 30-, 15- and six-second versions to increase its reach across various platforms.
The campaign’s integrations with “Late Night with Seth Meyers” and podcasts “The Lonely Island and Seth Meyers” and “Family Trips with the Meyers Brothers” come as brands proceed to have interaction with popular culture. Similarly, the campaign launch during NBC’s “SNL 50” programming last weekend demonstrated how brands are looking for out mass-audience cultural moments beyond the Super Bowl.
Suntory posted a year-over-year revenue increase of 6.6% during its fiscal 2024 first half, hitting 1.649 trillion yen (roughly $10.5 billion), based on a financial plan. The company has been investing in marketing its products to U.S. consumers. For example, the corporate recently launched a football-themed campaign surrounding its Jim Beam brand. The campaign, which featured comedian Keegan-Michael Key, was meant to assist dissatisfied football fans take care of their grief in the course of the NFL playoffs.
The U.S. bourbon market has seen a decline in recent years, with U.S. whiskey sales dropping 1.2% in 2023. This dip comes after a sales boom in the course of the COVID-19 pandemic. An expected trade war is predicted to harm the market as major importers similar to India gear up to put tariffs on American whiskey in April.
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