Worth the Envy by Angel's Envy is a new campaign that follows the "pursuit of envy" through a diverse cast of characters and unexpected locations with a bottle of Angel's Envy Kentucky Straight Bourbon Finished in Port Wine Barrels as the hero. Viewers follow the star of the story from an intimate loft to a pool party and finally, a sunset beach gathering, wondering where it will go on its next adventure.
"When we think of bourbon, it's typically driven by moody and isolating environments, limited cocktail offerings, and enjoyed primarily by aficionados," said Bruno Luglio, Executive Creative Director at Sid Lee, the brand's creative agency of record. Worth the Envy is a campaign that's inclusive and progressive, and it touches on the warmer side of bourbon to inspire new ways of seeing and consuming it.
Next-Gen Bourbon Campaigns
Worth the Envy by Angel's Envy Challenges Bourbon Culture Perceptions
Trend Themes
1. Inclusive-beverage Marketing - Brands are leveraging diverse narratives and characters to create more inclusive campaigns that appeal to a broader audience.
2. Experiential-beverage Campaigns - Immersive storytelling that takes consumers on a journey through various vibrant settings is redefining how beverage brands engage with their audience.
3. Bourbon-culture Shifts - Modern campaigns are aiming to alter traditional perceptions of bourbon, framing it in more dynamic and social contexts.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry is seeing innovative campaigns that are reshaping cultural expectations and broadening consumer engagement.
2. Marketing and Advertising - Marketing firms are exploring novel narrative techniques and diverse casts to build more inclusive and captivating brand stories.
3. Hospitality and Entertainment - The hospitality and entertainment industries are integrating thematic beverage experiences into various social settings to enhance consumer interaction.