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
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.