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Bulleit Frontier Whiskey launches biggest US brand campaign to date: "We Aren't Made To Be Still"

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Published
09/19/2024 by

Bulleit Frontier Whiskey is announcing the launch of its new US brand campaign, "We Aren't Made To Be Still". The campaign draws from the same spirit of relentless experimentation that created its expectation-defying flagship bourbon and continues to drive the brand's commitment to pushing the frontiers of what American whiskey can be.

"We Aren't Made To Be Still" will act as both a beacon and a call to action for anyone who resonates with the 'Frontier mindset'- the restless energy that continually drives Bulleit to challenge the status quo through constant experimentation.

The first chapter of the campaign unfolds through a series of 15-second vignettes that use the recurring motif of restlessness, movement, and vibration to convey the message that 'We Aren't Made To Be Still.' Each advert draws a vivid parallel between the dynamic motion of our liquid and the restless energy of those who enjoy it. Through the device of motion, the campaign captures the essence of Bulleit whiskey and its audience, showing how the liquid sparks the stories of individuals driven by the same frontier spirit. The films will roll out on television, over-the-top media, online video, and social media. The creative was developed by Anomaly with PHD handling media strategy and implementation.

Along with the films, the campaign comes to life through partnerships with aligned brands, media and talent, digital ads, out-of-home, social content, and experiential executions. One of the first activations under the "We Aren't Made to Be Still" platform will spotlight and elevate the efforts of individuals pushing the frontiers of food culture.

Jesse Damashek, Senior Vice President of Diageo's Whiskey Portfolio said, "'We Aren't Made To Be Still' captures the restless energy that has driven the Bulleit brand from the beginning as the definitive Frontier Whiskey. This drive to defy conventions led us to innovate with our high-rye mashbill bourbon, and also establish Bulleit as a leader in the modern Rye whiskey category with the launch of our flagship Rye in 2011. This same spirit continues to inspire us as we explore new ways to push the boundaries of whiskey and lead innovation across emerging whiskey styles like our recent introduction of Bulleit American Single Malt."

"With this campaign, we are connecting with everyone who is driven by the frontier spirit and refuses to stay still and accept the way things are. 'We Aren't Made To Be Still' is for anyone confident in the belief that better is possible, and bold enough to make change happen."

A commitment to experimentation and innovation

The launch of We Aren't Made To Be Still follows a milestone year of innovation for Bulleit, marked by the release of Bulleit American Single Malt, Rye 12 Year Old, and Batch 8 of its Barrel Strength Bourbon: three expressions that showcase its restlessness and commitment to leading at the frontier of whiskey through experimentation with aging, finishing, and flavor nuances.

The Bulleit American Single Malt bottle is created from predominantly post-consumer recycled glass, further demonstrating the brand's dedication to protecting and replenishing natural resources that go into making and producing its whiskeys.

Bulleit's dedication to sustainability began In 2017 when it opened a state-of-the-art distillery in Shelbyville, KY. It was designed with a focus on sustainable practices, including natural habitat protection, water conservation, and local ingredient sourcing. The bar at the distillery's visitor experience is free from single-use plastics, and sources cocktail garnishes grown in the on-site garden.

In 2021, Bulleit began production at Diageo's first carbon-neutral distillery, located in Lebanon, KY. Designed with sustainability at its core, the distillery operates using 100% renewable energy and is built to ensure that fossil fuels are not used during production.

Bulleit has long been known for defying expectations through experimentation. Through its Frontier Works platform in 2018, Bulleit brought together architectural designers, 3D printers, and artists with the world of bartending to create a jaw-dropping experience featuring 3D printed cocktails and light bites all served from the world's largest 3D printed bar. Looking ahead, Bulleit will continue to push the boundaries across consumer experiences with groundbreaking and innovative concepts.

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