Maker's Mark: Derby takeover
Lee Dorsey
Campaign details
Brand owner: Beam SuntoryLead agency: Doe-AndersonContributing agency: iCrossing, Starcom, Evins CommunicationsBrand: Maker's MarkCountry: United StatesIndustry: Spirits, liqueursChannels used: Content marketing, Earned media, buzz, Events and experiential, Internet - display, Internet - search, Mobile and apps, Online video, Public relations, Social media, Word of mouth, advocacy Media budget: Up to 500k
Executive summary
This case study describes how Maker's Mark bourbon increased its profile and sales by exploiting the annual spike in interest in the iconic cocktail associated...