Four Roses' Don't Mention It Campaign Targets Younger Whiskey Drinkers
Laura McQuarrie — November 28, 2023 — Marketing
References: fourrosesbourbon & fabnews.live
London and Manchester are two places where adults in the UK purchase a lot of Four Roses' bourbon and the brand launched its first-ever consumer advertising campaign, Don't Mention It, to target a younger segment of whiskey drinkers in the UK. In Shoreditch, there's a large spray-painted wall that was created to look like it has been vandalized so that the brand's name has been blacked out. This intriguing campaign sparks curiosity and celebrates those who are already in the know, and plays into peoples' fear of missing out.
Jane Bulankina, Head of Marketing at Spirit Cartel, says: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so."
This discovery-boosting campaign plays with youthful imagery in contrast to the stark and stiff images favored by other brands in the bourbon category.
Jane Bulankina, Head of Marketing at Spirit Cartel, says: “We’ve managed to build a strong and knowledgeable base of core drinkers for Four Roses. Now the time’s right to speak to a wider, younger, audience – drinkers that like to discover things for themselves and want to be the first amongst their peers to do so."
This discovery-boosting campaign plays with youthful imagery in contrast to the stark and stiff images favored by other brands in the bourbon category.
Trend Themes
1. Consumer Advertising Campaigns - Four Roses' innovative 'Don't Mention It' campaign targets younger whiskey drinkers in the UK with its intriguing and curiosity-sparking approach.
2. Youthful Imagery - Four Roses sets itself apart from other bourbon brands by using vibrant and playful imagery in its discovery-boosting campaign.
3. Fear of Missing Out - By tapping into the fear of missing out, the 'Don't Mention It' campaign by Four Roses appeals to whiskey drinkers who want to be the first to discover new things.
Industry Implications
1. Alcoholic Beverages - Four Roses' unique consumer advertising campaign presents new opportunities for disruptive innovation in the alcoholic beverages industry.
2. Marketing and Advertising - The success of Four Roses' 'Don't Mention It' campaign highlights the potential for innovative strategies and approaches in the marketing and advertising industry.
3. Hospitality and Entertainment - The intriguing and curiosity-sparking campaign by Four Roses opens doors for disruptive innovation in the hospitality and entertainment industry by targeting a younger segment of whiskey drinkers.
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