Maker’s Mark launches Christmas outdoor advertising campaign via Fuel CDI, Sydney

The premium handmade bourbon whisky brand, Maker’s Mark, today ramped up its marketing activity in Australia with a targeted ATL campaign in the lead-up to the festive season.

The activity, adapted by Fuel CDI, Sydney from a Doe Anderson, Louisville, Kentucky campaign in the States, will involve carefully placed out-of-home advertising on the path to purchase, encouraging consideration of Maker’s Mark as a fantastic Christmas gift.

“Christmas is a time when consumers might prefer to look for handmade, high-quality gifts that carry a sense of sentimental value, however many of us still begin our Christmas shopping without knowing exactly what we are going to buy,” said Ray Noble, brand director – Bourbon Category, Beam Global Australia.

“This campaign not only communicates that Maker’s Mark is a fantastic Christmas gift idea because of its high quality and handcrafted attributes, but that it is also readily available to purchase from your local liquor store,” said Noble.

Launched today, the campaign involves the placement of eye-catching Maker’s Mark out-of-home media on street furniture and panels in close proximity to liquor stores. Depicting a bottle of Maker’s Mark wrapped in a ‘bow’ of its own signature red wax, the panels present Maker’s Mark as ‘the perfect handmade gift’ as it is hand-dipped and handmade.

Targeting shoppers in the lead up to and during the Christmas period, the creative aims to promote purchase consideration for consumers who are already looking for gifts, while also prompting the occasional bourbon drinker to consider Maker’s Mark as their Christmas spirit.

Supporting the campaign will be in-store gift-with-purchase promotions, running throughout December with Woolworths and Coles Liquor Groups. Customers who purchase any 700ml Maker’s Mark bottle at Liquorland or First Choice will receive a bonus Maker’s Mark key ring, while the same purchase with BWS and Woolworths Liquor will come with a bonus Maker’s Mark wallet.