Jefferson’s and Taylor Kitsch ‘break tradition’ in Bourbon
A new campaign from Jefferson’s Bourbon calls on actor Taylor Kitsch to help the Pernod Ricard-owned brand ‘break tradition’ in the category.
New York-based creative agency Droga5 is behind the campaign, titled Tradition in the Breaking. Pernod Ricard is aiming to revamp Jefferson’s positioning and establish it as one of the leading super-premium Bourbons in the US.
The campaign shifts Jefferson’s away from product-focused storytelling, which it has done previously through its Ocean expression. Along with a new visual identity, the campaign ‘reframes Jefferson’s pioneering spirit for a modern audience’, adding humour to a category ‘often shaped by heritage and seriousness’.
Mark Green, global chief executive officer of Droga5, explained: “Breaking free from tradition is core to Jefferson’s DNA. The brand has always pushed the Bourbon category forward with its sense of adventure, experimentation, and pursuit of perfection. We’re honoured to help tell that story in a big way and set the stage for the future.”
The campaign features a short film called One Thing Led To Another, starring actor Taylor Kitsch.
Jeff Low of Biscuit Filmworks, who directed the film, said: “I was excited about the opportunity to poke some fun at the seriousness of most liquor ads, and to put an actor like Taylor, known for playing more dramatic, quiet roles, in really ridiculous situations.”
Kitsch, who is known for his roles in Friday Night Lights, True Detective and Waco, is seen in the short posing the question: “What if Jefferson’s didn’t listen to tradition?”
He then plays up the brand’s unconventional approach to Bourbon making, from its unique blends to experimental barrel finishes. It has previously finished barrels on the open seas and in unconventional climates and locations, such as Singapore.
Kitsch said he was drawn in by Jefferson’s individuality and the fact that it doesn’t take itself too seriously. “The experience on set was fun and creative, and I think that spirit comes through in the spots,” he said.
“Aside from being a fan of the Bourbon, what I love about Jefferson’s is that they go against the grain and have a sense of adventure, which made this feel like the perfect fit.”
‘Tradition in the Breaking’
The ‘Tradition in the Breaking’ tagline indicates that Jefferson’s ‘honours history by rewriting it’, reframing Bourbon tradition as a launchpad for innovation.
The campaign is the ‘first step’ in an ongoing creative partnership between Droga5 and Jefferson’s to redefine the brand’s voice and cultural presence. It intends to expand Jefferson’s footprint in the US and push it as a leader in the super-premium brand category.
Laura Arayata, global director, creative strategy and digital transformation at Pernod Ricard, added: “Jefferson’s is at an exciting inflection point. We’ve always pushed the boundaries of what Bourbon can be and, with this campaign, we’re seizing the chance to reintroduce not just Ocean, but the full breadth of our portfolio.
“It’s a bold statement that re-establishes Jefferson’s as one of the most innovative and distinctive voices in American whiskey today.”
Pernod Ricard purchased the owner of Jefferson’s Bourbon, Castle Brands, in 2019 for US$223 million.
The French drinks firm has planned a US$250m (€238m) American whiskey distillery for the brand, which would be carbon neutral and located in Marion County, Kentucky.
In July last year, Pernod created a global brand company called North American Distillers (NADL) for its American whiskey portfolio, which includes Jefferson’s, Rabbit Hole and Skrewball. Pernod Ricard is said to have invested in these brands ‘substantially’.
While overall demand for American whiskey in the US is slowing, according to IWSR data, super-premium-and-above products are still on the up, increasing by 6% in the first eight months of last year.
You can watch the short with Kitsch below:
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