Beam Suntory launches new global Make Your Mark campaign

At Beam Suntory, talented women are often involved in working to spearhead global campaigns that celebrate the company's iconic brands.

Meet KK Hall [pictured above], Beam Suntory's Global Brand Vice President of Maker's Mark Bourbon.

Maker’s Mark Bourbon has launched a new global brand campaign, Make Your Mark, which creates a singular lens for all aspects of brand building the world over. The campaign launch is a defining moment as Maker’s Mark pursues its ambition to become an iconic global American whiskey brand, expanding on its strong leadership position in North America.

“To us at Maker’s Mark, this is more than just a campaign; it’s our entire brand ethos and experience. When our founders Bill Sr. and Margie Samuels created Maker’s Mark in 1953, they didn’t just want to make another bourbon - they wanted to make a better bourbon. And they were brave enough to push conventional boundaries to craft something they were proud to share. That spirit lives on in everything we do, and we’re excited for the Make Your Mark campaign to be a beacon of this mindset for whiskey fans around the world," said KK.

Inspiring consumers to challenge convention

Beam Suntory's Make Your Mark campaign is rooted in the brand’s purpose-driven mindset and values that have been consistent since its founding in 1953. The campaign serves to inspire others to ask, “what if?” and challenge convention to make their mark in the world, much like Maker’s Mark has within the American whiskey industry.

They Say – the debut film content of the brand campaign – delivers bold, cinematic creative unlike anything else in the American whiskey category, while reinforcing the handmade nature that has always differentiated Maker’s Mark. They Say offers a cinematic compilation of vignettes showcasing the possibility that awaits when people break from conventional wisdom in pursuit of progress.

Bringing together a team of creatives

The hero film is taking 30-second, 15-second and six-second forms for use in television, over-the-top media, such as Hulu and Roku, and online video, such as YouTube, as well as digital and social media. The creative was developed by Leo Burnett under the leadership of Executive Creative Director Sam Shepard. They Say was directed by award-winning music video and commercial director Henry Scholfield.

“Maker’s Mark was born when its founders bravely lit their 170-year-old family recipe on fire. What’s even more impressive is how that same energy still permeates through everything Maker’s Mark does today. It was incredibly fulfilling to work with a team as unafraid to do things differently as the team at Maker’s Mark," commented Sam.

Enriching the global brand experience

In addition to the debut film creative, the Beam Suntory global campaign includes the relaunch of the brand’s global website and consumer ambassador program. The global brand experience is further supported with limited-edition product releases, media and talent partnerships, retail programming, experiential and PR.

Breaking convention in pursuit of progress is not new to Maker's Mark. It was the first bourbon distillery to open its doors to the public, pioneering the Kentucky Bourbon Trail. In a world of automation and efficiency, Maker’s Mark maintains handmade touchpoints including hand-dipping every bottle in iconic red wax. Further, the brand pioneers social and environmental initiatives as a force for good and Maker's Mark Distillery is a Certified B Corporation.