Maker’s Mark bourbon whiskey has launched its first major marketing campaign in the U.K. to bring attention to the brand and drive consumers to bars that carry the hand-made Kentucky straight bourbon.
A fleet of 45 taxi cabs are now whirling through London—as part of a six-month campaign—dressed as moving billboards that carry the tagline “Hand-dipped. Hand-made.” The images on the cabs feature the bourbon’s red, wax-dipped bottles thus the name of the campaign “Waxi cabs.”
Once inside the cabs, consumers will find rear facing tip-seats that highlight well-known bars that recommend Maker’s Mark. All taxi cab receipts are designed in the shape of the Maker’s Mark bottle.
“Created to build awareness and communicate the positioning of Maker’s Mark, the ‘Waxi’s’ will play an important role in the creation of long term brand equity, whilst supporting our strategy of building demand ahead of supply,” said U.K. Maker’s Mark Marketing Manager Gareth Brown, in a statement.
Doe Anderson, Louisville, KY, developed the creative work and ZenithOptimedia, owned by Publicis Group, launched the U.K. strategy.
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