Saddle Up in Silk Pyjamas and Sunscreen
William Grant and Sons first launched Fistful of Bourbon in Texas in 2018. It became available nationally in the US, starting September 2020. Blended from five American bourbons, Fistful of Bourbon comprises of a multitude of flavors like fresh spearmint, creamy vanilla, and delicate light spices of cinnamon and nutmeg. This brand has a fun and witty identity and plays on those elements in its latest digital campaign for the nationwide launch of the product.
In my first semester of graduate school at NYU, one of my professors assigned us a research project on Bourbon which started by watching the movie Neat: The Story of Bourbon. That project piqued my curiosity for “Americas Native Spirit” and how brands strategize their marketing efforts to cater to the audience that longs for exclusivity and quality. Fistful of Bourbon is one that caught my eye recently.
Engagement Premise
The September 2020 national launch takes inspiration from Hollywood and Western cult movies. The Bourbon culture has been integrated with cowboy movie cliches in a very comic manner. Fistful of Bourbon, with its suggestive name, created it a series of videos with Paul Briganti, comic writer, and Saturday Night Live Movie Short Director. The fun, unique, and hilarious voice of the campaign engages customers and leaves a lasting digital footprint on social media, streaming platforms, and website. Frank Garcia-Hejl and George Basil saddle up in this amusing spoof of the West.
Captivating Content
The quirky characters featured in the Fistful of Alcohol ad, are shown wearing a thick layer of sunscreen and wondering why gunfighters would always have a High Noon shoutout when the sun has terrible side effects on the skin. In another instance, the gunslinger is shown wearing silk pajamas and comparing the whiskys’ smoothness to “sleeping on creme brûlée”. There is also a reference to Gwyneth Paltrow's skincare company — Goop. This juxtaposition of old school cowboy culture with millennial slang and culture makes the ads very relatable to their target audience of Men 24–35.
Social Media Response
The September launch of Fistful of Bourbon amassed positive reactions from the Twitter and Instagram community. Forbes, Clio, and More About Marketing were impressed with the campaign as well as the brains behind the short ads. The language and design on these platforms are very in sync with their brand essence with a quick-witted and witty presence for maximum fascination and engagement.
The Fistful Of Bourbon digital campaign has stood out from competitors in this industry as they dare to do something different than the usual bourbon campaigns which are usually serious and exude masculinity and toughness. A new approach in a centuries-old industry will leave a lasting impression on the market.
