Spirited Women

Maker's Mark

A celebration of legacy and leadership for Women’s History Month.

The Challenge

Co-founded by one of the most iconic women in bourbon history, Maker’s Mark wanted to authentically celebrate all spirited women who create change during Women’s History Month.

The Solution

We turned what would otherwise be appreciation posts into a larger movement – partnering with Vital Voices and creating a one-of-a-kind personalized label program made to recognize and give back to all the “spirited women” in our lives.

Social Push:Spreading the Word for Spirited Women

Those who take to social media to thank the special women in their lives are the exact type of people we wanted to reach. So, we took to social media ourselves – showing off the beautiful bottle hand-painted by artist Gayle Kabaker on paid social, and we even showed her process and thoughts behind the label on organic.

Media Outreach:A Personal Touch for Powerful Voices

To get personalized labels in as many hands as possible, we hosted in-market events featuring calligraphers, reached out to traditional media and even sent elegantly packaged bottles directly to female leaders and influencers. This included notable figures from the women-led Lemonada podcast network, such as Julia Louis-Dreyfus on her “Wiser Than Me” podcast.

Funnel Finale:Sticking the Landing Page

Every piece of the program ultimately led directly to our personalized label website, where consumers could instantly begin creating their labels. For those interested in learning even more about the labels and program, we created a webpage complete with information about the artist as well as a direct link to our Vital Voices partner.