• by Teresa Buyikian , September 25, 2024

Drinkers of premium spirit Bulleit Frontier Whiskey aren’t the type to stand still while life passes them by, according to the brand’s new campaign.

The whiskey recently launched “We Aren’t Made To Be Still,” its largest U.S. brand campaign to date.

"With this campaign,” said Jesse Damashek, senior vice president of Diageo's whiskey portfolio, per the announcement, “we are connecting with everyone who is driven by the frontier spirit and refuses to stay still and accept the way things are. 'We Aren't Made To Be Still' is for anyone confident in the belief that better is possible, and bold enough to make change happen."

Created by agency Anomaly with PHD handling media, the series of :15 “vignettes” use motion in various ways to drive home the campaign’s message. The first, seen here, depicts a group of friends enjoying their time grooving to a festival while on the roof of a motorhome, with Bulleit pouring freely.

The vignettes will roll out over TV, OTT and social media. In addition to video, the campaign includes yet to be announced “partnerships with aligned brands, media and talent, digital ads, out-of-home, (additional) social content and experiential executions.”

Last week the brand also announced the launch of Bulleit Rye 10-Year-Old, its most recent addition to its permanent portfolio of whiskeys, which also now includes the Bulleit Bourbon 10-Year-Old.

Per the brand, the new addition of “age-statement whiskeys reflect Bulleit's commitment to crafting premium, bold-flavored whiskey while continuing to innovate to bring an expanded portfolio of whiskeys to consumers and trade.”