Curious Whiskey Campaigns : dont mention it

London and Manchester are two places where adults in the UK purchase a lot of Four Roses’ bourbon and the brand launched its first-ever consumer advertising campaign, Don’t Mention It, to target a younger segment of whiskey drinkers in the UK. In Shoreditch, there’s a large spray-painted wall that was created to look like it has been vandalized so that the brand’s name has been blacked out. This intriguing campaign sparks curiosity and celebrates those who are already in the know, and plays into peoples’ fear of missing out.

Jane Bulankina, Head of Marketing at Spirit Cartel, says: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so.”

This discovery-boosting campaign plays with youthful imagery in contrast to the stark and stiff images favored by other brands in the bourbon category.