New Global Brand Campaign Celebrates the Remarkable Lengths it Takes to Create Uncompromisingly Delicious Bourbon
Maker’s Mark has launched its new global brand campaign, “Perfectly Unreasonable,” celebrating the brand’s relentless pursuit of excellence in both life and bourbon. The cinematic campaign emphasizes the idea that going to unreasonable lengths is what separates good from remarkable. It shines a light on the unconventional decisions that have made Maker’s Mark an icon, from its founding to present-day practices.
According to Rob Samuels, eighth-generation whisky maker and managing director of Maker’s Mark, “Perfectly Unreasonable is more than a campaign, it has been our ethos since my grandparents broke with tradition to reimagine what bourbon could be. Maker’s Mark continues to be driven by the pursuit of better bourbon and a better world, with our founders’ vision as our north star.”
The campaign highlights the company’s history of doing things differently, from creating a new recipe in the 1950s to choosing Loretto, Kentucky, for its unique water source. This bold spirit continues with the hand-dipping of each bottle in red wax, hand-rotating every barrel, and the pursuit of B Corp and Regenified certifications.
Directed by Marcus Söderlund, “Perfectly Unreasonable” serves as a manifesto for the next generation of bourbon drinkers. Chloe Lloyd-Jones, vice president of global brand marketing, stated, “This bold campaign reinforces how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers. We know Perfectly Unreasonable will resonate with Maker’s Mark fans, who expect nothing less from us, and new whisky drinkers around the world.”
The campaign will roll out across television, streaming, and digital media throughout 2025, including integrations with NBC’s “Late Night with Seth Meyers” and several podcasts.
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