• by Fern Siegel , July 31, 2023

Kentucky Bourbon is taking a road trip.

Maker’s Mark is launching a new global brand campaign, “Make Your Mark” to enhance its North American market standing.

Created by Leo Burnett, the “They Say” spot, in 6-, 15- and 30-second iterations, it also runs in OTT media (Hulu, Roku), online video, digital and social. The campaign, promoting the 170-year-old family recipe, will roll out in Canada in August and globally in 2024.

“They Say” was directed by award-winning music video and commercial director Henry Scholfield. 

“With Maker’s Mark, we are pursuing our ambition for the brand to become a global icon in the American whiskey category,” said KK Hall, global vice president, Maker’s Mark brand, told Agency Daily.

“To meet that goal, we need bold creative and content that stands out and resonates with consumers around the world. ‘They Say’ evokes an emotional connection with those who share our curious and purpose driven mindset, while still showcasing the qualities of Maker’s Mark that make us who we are, such as our hand-dipped bottles,” added Hall.

In addition to the debut creative, the global campaign includes the relaunch of the brand’s global site and consumer ambassador program. Limited-edition product releases, media and talent partnerships, retail programming and experiential marketing will augment additional markets next year.  

Maker's Mark is a small-batch bourbon whisky produced in Loretto, Kentucky, by Beam Suntory.