Launching Toast for NextGen Bourbon Drinkers
How do we introduce Basil Hayden’s Toast to new and existing bourbon fans?
The launch of Toast coincided with a new look and feel for Basil Hayden—the first update in nearly 30 years—and the brand wanted to expand their audience beyond your expected bourbon aficionado.
Then, we gave fans their first look with a big reveal.
But that was just the beginning.
To keep momentum going, we launched a social word of mouth campaign by tapping into this audience’s love for design, sophistication, and elevated experiences: their chance to win a one-of-a-kind oak at-home bar, custom-built in collaboration with Fort Standard.
The Home Bar of Your Dreams
0Innovation SABRE Award — Best Use of Social Photos
0 %Engagement Rate
0 KNew Followers added to @BasilHayden — 170% Growth