Overview: Heaven Hill Brands has launched a global marketing initiative for Elijah Craig during National Bourbon Heritage Month, centering the activation on the longstanding debate regarding the spelling of the spirit. The campaign invites consumers to participate in a public poll determining the preferred terminology for the brand.
The Full Story
Professional golfer and brand ambassador Bob MacIntyre fronts a 24-second advertisement bidding to unite bourbon and scotch lovers by lobbying for a uniform spelling of the word. For the duration of the month, Heaven Hill has opened a public poll on the Elijah Craig website inviting visitors to vote for their preferred spelling. The result will be announced on 30 September on the brand’s Instagram page.
This activation follows a similar campaign aligned with International Whisk(e)y Day on 27 March, where MacIntyre fronted a separate video ad for the brand. Last year, Heaven Hill hired MacIntyre and fellow professional golfer J.T. Poston as ambassadors for Elijah Craig, backing the partnerships with a Ryder Cup-themed campaign that included media placements in golf publications, consumer contests and in-store displays.
Consumer Takeaway
The release offers drinkers an opportunity to engage directly with the brand’s heritage through a voting process that concludes in late September. Fans can view the advert and participate in the poll while exploring media placements in golf publications associated with the partnership.
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