Woodford Reserve, the presenting partner and official bourbon of the Kentucky Derby, has launched the pre-release campaign of its limited edition 2020 race product called ‘Spectacle For The Senses’.
Working with agency Energy BBDO, the activation is led by a hero spot positioning Woodford as a multi sensory drinking experience alongside sponsorship of the Kentucky Derby.
This idea sits at the core of the new campaign which highlights the self-described 200+ different flavour notes in the bourbon.
The campaign will launch in full during the re-arranged 2020 Kentucky Derby on 5 September and will span TV, social, digital, print and OOH work.
“This new campaign separates Woodford Reserve from other whiskeys with its fresh, bright design aesthetic, in contrast to traditional bourbon advertising,” said Matias Bentel, chief brands officer for Brown-Forman, the parent company of Woodford Reserve. “It elevates Woodford Reserve beyond the bourbon category and will introduce our brand to new consumers globally.”
While Jonathan Fussell, creative director at Energy BBDO, added “Woodford Reserve is more than a bourbon. It’s a sensorial experience. Not only how it tastes, but how it smells, makes you feel or just looks in a glass. Our new campaign works to bring those experiences to life in a way that’s as spectacular as the bourbon.”
Comment:
This campaign follows on from the brand’s inventive May activation around the original 2020 Kentucky Derby race day, which traditionally takes place on the first Saturday in May, and the new work takes a quite different approach (see case study).
Links:
Woodford Reserve
https://www.youtube.com/user/woodfordreserve
https://twitter.com/woodfordreserve
https://www.facebook.com/woodfordreserve
Kentucky Derby / Churchill Downs
https://www.instagram.com/kentuckyderby/
https://twitter.com/KentuckyDerby
https://www.facebook.com/KentuckyDerby
https://www.youtube.com/user/woodfordreserve
Energy BBDO
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