Maker’s Mark Happy Hour Campaign: Owning After-Work Moments in Australia
When the Maker’s Mark Australian team set out to own the after-work Happy Hour with their Old Fashioned Signature Serve, they had already made significant investments in educating the trade across key cities. The goal was clear: raise awareness, perfect the serve experience, and create an occasion where consumers could enjoy the ideal Old Fashioned.
Our challenge?
To make this culturally relevant for Australian consumers and turn the perfect serve into a social ritual.
We developed a simple yet impactful campaign that embraced Maker’s Mark’s signature tongue-in-cheek tone of voice. At the heart of the campaign was a bold, above-the-line visual that brought the brand’s personality and serve occasion to life in a fun, memorable way.
The result was a resounding success, with the campaign driving double-digit growth and firmly establishing Maker’s Mark as the go-to choice for after-work gatherings in Australia.
