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