Jefferson’s Bourbon is breaking tradition–literally and figuratively–with a new brand platform reimagining what premium bourbon can be for modern drinkers.
“Tradition in the Breaking” marks the Pernod Ricard brand’s first work from Droga5 New York, which began working with Jefferson’s in January. Jefferson’s is looking to reposition itself as one of the leading premium bourbons in the U.S.
Featuring Friday Night Lights star Taylor Kitsch and directed by Jeff Low through Biscuit Filmworks, the campaign uses dry humor to showcase the brand’s boundary-pushing spirit.
Kitsch takes viewers on an adventure that defies bourbon’s traditional rules, moving from stormy seas to tropical jungles to an icy mountain ledge, before closing with the line “Tradition in the Breaking.”
Laura Arayata, global director of creative strategy and digital transformation at Pernod Ricard, said Jefferson’s is at an inflection point.
“We’ve always pushed the boundaries of what bourbon can be, and with this campaign we’re seizing the chance to reintroduce not just Ocean, but the full breadth of our portfolio,” she said in a statement. “It’s a bold statement that re-establishes Jefferson’s as one of the most innovative and distinctive voices in American whiskey today.”
The campaign marks the first step in a creative partnership between Jefferson’s and Droga5 to reassert the brand as both an innovator and a cultural presence, with a focus on connecting to modern, younger consumers. Droga5 played a central role in developing the new visual identity and creative direction.
Mark Green, global CEO at Droga5, said that challenging convention was at the heart of Jefferson’s new identity.
“The brand has always pushed the bourbon category forward with its sense of adventure, experimentation, and pursuit of perfection,” Green said in a statement. “It doesn’t hurt that Taylor once again went all-in on his craft, bringing a cheeky new side of himself to the role of spokesperson.”
The integrated campaign will run across television, social, and digital platforms.
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