Reintroducing an American icon to a new generation
A global campaign rooted in quiet rebellion, bold taste, and the human act of marking what matters.
THE BRIEF
Reignite relevance for Maker’s Mark among modern drinkers
The brand had heritage — but heritage alone wasn’t moving culture. Our task: reposition this handcrafted bourbon in a way that resonated with younger audiences without alienating its loyal base.
We built a storytelling platform around the signature red wax seal — a metaphor for individuality, conviction, and quietly doing things your own way. This wasn’t a loud campaign. It was a confident one. An invitation to mark your moment, your legacy, your taste.
THE RESULT
Double-digit year-over-year growth Expanded global retail footprint Increased brand love and loyalty in key markets