CONTEXT
Building on the wild popularity of craft cocktailing, Diageo’s “Studebaker Expertly Crafted Whisky Cocktails,” needed a brand narrative, positioning, campaign, and activation plan that would cut through the cluttered cocktail landscape. We helped establish not only the brand’s crafted quality and convenience for entertaining, but we also created a uniquely authentic culture around the products—giving them a sense of history and authenticity, vital to craft cocktail enthusiasts.
WHAT WE DID
Strategy, Brand Positioning, Brand Films, Consumer & Trade Print, Retail, Experiential, PR, and Collateral
OUTCOME
GERTRUDE led the successful development and launch of the Studebaker Whisky Cocktails brand. Building on the brand’s “Bartender Created. Masterfully Blended.” narrative, art-deco packaging, and Prohibition-inspired story, GERTRUDE’s aptly named “Notoriously Authentic” brand positioning and campaign put a spotlight on the exquisite craftsmanship of these authentic Old Fashioneds and Manhattans as the perfect solution for cocktailing, from bottle to glass. Additionally, GERTRUDE’s “Studebaker Whisky 6iX” launch event attracted strong Media, Influencer, and Customer support; generating key local and national press and building credibility for National launch and distribution.