ProblemWhisky isn’t just an alcohol it’s a classy aesthetic—but it’s romance lacks aspiration in the 21st century.
InsightSubverting old traditions of class is the new way to exhibit class.
PositioningThe whisky that inspires the sober curious to sober sophistication through diversity in authenticity and self-expression.
Most of Gen Z hasn’t tried a zero proof whisky. To introduce the product to the world and to formally begin “the experiment,” Maker’s Mark will be setting up locations where people can bring in clean and empty alcohol bottles to be refilled with MM.X.
LocationsThe refill locations will be located in:College towns to cater to a Gen Z audience that already has empty alcohol bottlesShopping centers that are central to a going-out experienceMajor cities where there is a heavy flow of everyday foot traffic from residents
Dates & OccasionsThe promotional experience would run from September (Homecoming Weekend) through November (Thanksgiving week). This will allow the sober-curious, and others, to experience samples of MM.X during the early festivity and holiday period when alcohol is consumed in its highest volumes—taking advantage of empty bottles that pile up at this time.
