Basil Hayden
Driving differentiation in a crowded category
The Challenge
Basil Hayden is no ordinary Bourbon - it's light, bright and approachable - and we needed to find a way to hero and celebrate it's unique, unexpected characteristics and style.
The Articulate Solve
We initially identified brunch as the perfect occasion to showcase the Basil Hayden's unexpectedly light and welcoming (for Bourbon) nature - selecting notable entertaining and hosting expert, Athena Calderone as the perfect partner to bring this message to life.
The following year, we developed the idea of unexpected occasions to focus on beach and coastal moments, creating a partnership with luxury beach and home goods company, Business & Pleasure, to spotlight the versatility of Basil Hayden across a range of summer occasions.
The Campaign
Our brunch program had Athena at its center and included media event hosting, custom content creation and at home entertaining tips, successfully positioning Basil as the perfect bourbon for the brunch occasion. The Business & Pleasure partnership was focused on a 'Golden Hour' collection collaboration featuring a Basil Hayden 'Summer Sipping Kit'. We also ran a VIP press trip to Nantucket and our campaign was supported by a national influencer program
The Result
Our brunch program delivered 11 earned media hits across unexpected outlets for bourbon and resulted in over 15 million media impressions. Our Golden Hour campaign delivered 5x placements (syndicated to 2x additional outlets) totaling 33,888,564 impressions.
