Devil's Cut: How we made the launch of an innovative new bourbon as effective as hell

Agency: The Works

Advertiser: Beam Global Australia

Authors: Tom Donald & Damian Pincus

Total Campaign Expenditure: $2 – 5 million

Executive Summary

Devils' Cut is a brand new kind of bourbon extracted from the oak of the barrel. But how do you launch with a 'bang' when no one is crying out for yet another product in already cluttered bottleshops? By focusing on a simple metaphor & twisting the barrel to squeeze out the trapped bourbon & to explain what was interesting about Devil's Cut, the launch trounced every sales target, delivered an ROI of 2.5, won an award for the most successful alcohol launch of 2012, and was imported to the US where it lifted sales and contributed to a Global Effie win.

Strategic communications challenge