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 anotherproduct in already cluttered bottleshops? By focusing on a simple metaphor & twisting the barrel to squeeze out the trapped bourbon & to explain what...