The Bourbon category is often seen as hokey; men with big beards trying to preserve the past. Kentucky Owl wanted to launch a new Bourbon whiskey, The Wiseman, with a new position and campaign that reflects their new innovative approach to blending.
Bourbon’s creation was a happy accident, with the first distillers using whatever they could get their hands on: corn, old barrels which they first had to burn, and more. So we harked back to this experimental essence to disrupt the category. Through the use of bold colours, high-definition imagery, photography and 3D renderings, and intelligent copy we presented Kentucky Owl as the future face of Bourbon and the drink of tomorrow. The project covered positioning, branding, art direction, photography, the creation of a new website, a launch campaign and on-going social media management.
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