I.W. HARPER BOURBON - BRAND RELAUNCH - 1928 FORD MODEL A “HUCKSTER”
I.W. HARPER - BRAND RENOVATION
GERTRUDE, Design division OZ MFG. COMPANY, and Experiential & Architecture division RAYE led the renovation of DIAGEO’s I.W. HARPER bourbon, from strategy to activation, that resurrected the once famous bourbon. GERTRUDE’s “Welcome Home Mr. Harper” campaign revitalized and reintroduced I.W. HARPER in a memorable way befitting its unquestionably authentic heritage as the legendary brand reunited with the U.S. for the first time in nearly 20 years.
Reposition, renovate, and relaunch the once famous 142-year-old Kentucky Straight Bourbon Whiskey brand by tapping into the brand’s global travel and Kentucky heritage.
The PR and brand launch campaign rolled out in key markets including Louisville, Chicago, and Portland, re-introducing the iconic I.W. HARPER Bourbon and limited edition 15-year to the trade, customers, and key influencers. GERTRUDE’s custom-designed I.W. HARPER 1928 Ford Model A “Huckster” toured the Chicago PR launch, brand events, and retail, and now lives in the I.W. HARPER room at the Stitzel-Weller Distillery in Louisville, Kentucky.
Brand Identity, Brand Films, Consumer and Trade Print, Digital, Retail, Collateral, Branded Architecture, and PR Launch Events