Jefferson’s Reintroduces Its Brand with Bold New Vision
Jefferson’s Bourbon, part of Pernod Ricard, has announced a major rebranding effort through a new campaign titled “Tradition in the Breaking.” Developed in partnership with creative agency Droga5 New York, the fully integrated platform aims to reposition Jefferson’s as a leading super-premium bourbon in the U.S. market. The collaboration marks the first between Jefferson’s and Droga5 since their partnership began in January 2025.
Taylor Kitsch Stars in “One Thing Led To Another”
At the center of the campaign is a new hero film, “One Thing Led To Another,” featuring actor Taylor Kitsch, known for his roles in Friday Night Lights, Painkiller, and True Detective. The short film contrasts traditional bourbon-making imagery with Jefferson’s unconventional processes—such as barrels that travel and climate-driven flavor development—culminating with the tagline, “Tradition in the Breaking.”
Kitsch commented: “Jefferson’s doesn’t take itself too seriously, and that individuality really drew me in. The experience on set was fun and creative, and I think that spirit comes through in the spots. Aside from being an actual fan of the bourbon, what I love about Jefferson’s is that they go against the grain and have a sense of adventure that made this feel like the perfect fit.”
Droga5 Reinvents Jefferson’s as a Modern Masterbrand
Created by Droga5, the campaign spans film, digital, and social channels, marking Jefferson’s first fully integrated masterbrand effort. The creative team sought to shift the brand’s focus from product-specific storytelling—such as the well-known Ocean expression—to a cohesive brand identity centered on innovation and adventure.
“Breaking free from tradition is core to Jefferson’s DNA,” said Mark Green, Global CEO of Droga5. “The brand has always pushed the bourbon category forward with its sense of adventure, experimentation, and pursuit of perfection. We’re honored to help tell that story in a big way and set the stage for the future.”
Director Jeff Low of Biscuit added: “I was excited about the opportunity to poke some fun at the seriousness of most liquor ads, and to put an actor like Taylor, known for playing more dramatic, quiet roles, in really ridiculous situations.”
A Brand Rooted in Tradition, Driven by Experimentation
Jefferson’s Bourbon has long blended traditional craftsmanship with innovation—aging barrels at sea and experimenting with unique climates and finishing methods. The new campaign formalizes that ethos under a unified brand message. “Jefferson’s is at an exciting inflection point,” said Laura Arayata, Global Director of Creative Strategy & Digital Transformation at Pernod Ricard. “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.”
Targeting the Next Generation of Bourbon Enthusiasts
Designed to appeal to “curious, quality-focused consumers,” the “Tradition in the Breaking” campaign aims to position Jefferson’s as one of the most distinctive and forward-thinking voices in American whiskey. By reframing tradition as a foundation for creativity, Jefferson’s seeks to expand its footprint in the super-premium category and redefine what modern bourbon can represent.
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