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New Maker’s Mark campaign and website

Beam Suntory has launched a global campaign for Maker’s Mark Bourbon that highlights the power of brand building.

Maker's Mark
The Bourbon brand will take its latest campaign global throughout 2024

The campaign, called Make Your Mark, aims to inspire people to ask ‘what if?’ and challenge the norm to make their mark on the world.

KK Hall, global brand vice-president of Maker’s Mark, said: “To us at Maker’s Mark, this is more than just a campaign; it’s our entire brand ethos and experience.

“When our founders Bill Samuels Sr and Margie Samuels created Maker’s Mark in 1953, they didn’t just want to make another Bourbon – they wanted to make a better Bourbon.

“And they were brave enough to push conventional boundaries to craft something they were proud to share. That spirit lives on in everything we do, and we’re excited for the Make Your Mark campaign to be a beacon of this mindset for whisky fans around the world.”

The first video from the campaign is called ‘They Say’. It strives to show what is possible when you cast aside conventional wisdom and look for progress.

The campaign launched in the US and will head to Canada in August, before a global rollout in 2024.

The ‘They Say’ video was directed by award-winning music video and commercial director Henry Scholfield.

Sam Shepard, executive creative director, who worked on the video alongside Leo Burnett, said: “Maker’s Mark was born when its founders bravely lit their 170-year-old family recipe on fire.

“What’s even more impressive is how that same energy still permeates through everything Maker’s Mark does today. It was incredibly to work with a team as unafraid to do things differently as the team at Maker’s Mark.”

Furthermore, the global campaign launch coincides with the relaunch of Maker’s Mark’s website and consumer ambassador programme.

The global brand experience will be supported by limited edition products, media and talent partnerships, retail programming, experiential and PR, which will help to embed the updates in additional markets in 2024.

The Bourbon brand gained B Corp certification earlier this year.

Click below to watch the first video in the Make Your Mark campaign. 

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