TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Posts Tagged ‘Maker’s Mark’

Maker’s Mark Miracle: Best PR Disaster Ever Engineered

We all remember just a few short months ago when Maker’s Mark announced plans to water down its product to accommodate demand. It was an unmitigated public relations disaster. Diluting the bourbon was tantamount to halting production altogether. The brand had given up on its values, heritage and customers. R.I.P. Maker’s Mark, right?

Not quite. The result was a public relations bonanza. Upon hearing the breaking news in February, fans of Maker’s Mark began hording the product, rocketing sales up by 44 percent. By the time the dust had settled Marker’s Mark had very publicly reversed its decision and enjoyed the benefits of widespread, free publicity. We have to say, nice work Marker’s Mark PR team.

Whether the decision to water down Marker’s Mark was a sincere proclamation or very clever publicity stunt, well, we’ll have to leave that to industry conspiracy theorists—this all HAD to be planned, right? Conspiracy! Conspiracy! Conspiracy!

It is simply inconceivable that a brand so PR savvy, so knowledgeable of its products and customers, so in line with its own promise of quality, would consider watering down its bourbon. That would be like Taco Bell selling tacos in Doritos shells… oh, wait a minute. That would be like Budweiser putting water in its… no wait. That would be like Porsche building its exhaust system using Honda parts (no offense, Honda, I lost control of this analogy a few sentences ago and needed a way out).

Though Maker’s Mark no longer has any intention to water down its product, it should breathe a sigh of relief as this hubbub is now part of the brand’s storied history. As the saying goes, it’s better to be lucky than good. If this was an honest mistake, then Maker’s Mark was very lucky. If this was all a PR strategy, then Maker’s Mark was very good. No, they were great.

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now! 

Pepsi’s New Bottle Is Ready for Its Close-Up

The public relations industry has all sorts of niche specialties and compelling areas of expertise, but for those interested in branding — and packaging in particular — the news that Pepsi is updating its bottle design is a big deal. Packaging geeks are like Star Trek fans; they take what they love very seriously.

And they should. Brands ranging from Heinz to Chanel to POM to Maker’s Mark define themselves at least in part through their packaging. In cases like these, the public can easily identify the brand just by looking at the bottle. Pepsi, of course, wants to be a youthful brand — parlance for a hip and carefree edginess that hopefully sells itself to one’s equally cool peers — and hopes to leverage that image with a new “asymmetrical” bottle.

Read more

Was the Maker’s Mark ‘Watered Down Whiskey’ Plan a PR Stunt?

Maker's Mark Last week we came across a disheartening story: In an effort to meet increasing international demand, top whiskey brand Maker’s Mark announced plans to make do with less by literally watering down its products and reducing the alcohol content of each bottle from 45% to 42%.

Full confession: we have very strong opinions about bourbon! We find Maker’s to be a slightly overrated and overpriced distillery distinguished mostly by its unique packaging, but we still thought this was a very dumb idea for a brand whose appeal is all about the quality and, therefore, purity of its products. The folks behind Maker’s seemed to get the point of the predictable public backlash, announcing this week that they wouldn’t go through with the brilliant plan after all and releasing the following statement:

“You spoke. We listened. And we’re sincerely sorry we let you down. While we thought we were doing what’s right, this is your brand — and you told us in large numbers to change our decision.”

We initially attributed this strange tale to an epic misreading of public opinion. But were we too quick to judge? Yesterday the “social infotainment” site Digital Dash made a bold suggestion: maybe this was all a clever PR stunt! What better way to get your brand noticed than to announce an unpopular change and then backtrack on the whole thing? And why announce the move in the first place? Most drinkers, ourselves included, would not have noticed the shift from 45% to 42%.

We know the “marketing scheme” theory is a bit of a stretch, but it’s also the only way this story makes any sense.

Booze News: Maker’s Mark, Jack Daniel’s, and Snooth

Because it’s Friday and it’s time to get your drink on (even if it is only 2p.m.), let’s talk about some booze news.

Maker’s Mark has got a Facebook campaign going on now for the “world’s longest pour.” The brand is asking people to swap out their profile picture for a pic of the Maker’s Mark pour and posting a comment on the wall. The effect is seen below.

The stunt is just for today.

Jack Daniel’s is revamping its label, taking out a few words and adding a few.

Read more