SPARKING CONVERSATIONS THROUGH COMPELLING CONTENT
The very first bottled bourbon in history, Old Forester had amazing pedigree but limited local awareness.
We needed to ignite consumer conversations to insert the brand into the consideration set and create a sustainable storytelling platform for the future.
Optimising a lean budget and audience insights, we connected Aussie audiences with Old Forester and its ‘first’ legacy with an Instagram-first strategy founded in ‘first times’.
We partnered with leading mixologists to create a rich content series for kick-off, shooting 8 bars in 4 days across 2 states, and creating 12 months of content and advertising assets.