Basil Hayden Bourbon's latest creative
campaign — “The One With The Belt” — centers the liquor brand with a flavor twist.
Set at a part, Pereira O’Dell's spots target new drinkers to consider what bourbon
can be — a perfect drink in modern cocktail culture. The title alludes to the bourbon's design — its copper-and-and silver belt wrapped around the bottle. The brand's 2022 packaging
redesign made the element even more pronounced. The tagline: The bourbon crafted to surprise you."
The spots are here and here.
The Basil Hayden 75 is featured. The push is that whiskey should be ordered outside bars. It's a drink that is crafted to
entice.
The campaign spans TV, OLV/OTT, social and digital.
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The modern whiskey brand Basil Hayden's kicked off in 1992, created by Jim Beam's Booker Noe as part of the Small Batch
Collection. The name is a tribute to the 18th-century bourbon pioneer Meredith Basil Hayden, Sr., who used a high-rye mash bill in his recipe, which produces a sweet flavor, with notes of caramel,
vanilla and honey.
Basil Hayden is owned by Suntory Global Spirits.
Pereira O’Dell's client work includes General Mills, IHOP and Coca-Cola.