Jefferson’s Bourbon is ripping up the rule book with its bold new brand platform: “Tradition in the Breaking.”
The campaign, crafted by Droga5 New York and starring Friday Night Lights star Taylor Kitsch, repositions Jefferson’s as a high-end bourbon for today’s drinkers.
In “One Thing Led to Another” :30, Kitsch sheds his typical serious persona for some welcome dry humor, taking viewers on an unexpected journey—from raging seas to icy mountains—that utterly defies bourbon’s conventional rules, subverting expectations and connecting with modern drinkers.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- Even among gen pop viewers, the new :30 “One Thing Led to Another” easily smashed the average spirits ad (past 90 day norms) across every creative performance metric:
- The ad demonstrated outstanding breakthrough capabilities, ranking in the 98th percentile in grabbing Attention and the very top percentile in both Likeability and Watchability. The visuals were the most impactful creative element, chosen as the Single Best Thing by 29% of viewers (vs. 20% norm) while the “Tradition in the Breaking” message also stood out at above-norm rates.
- The strong appeal was successfully linked to the Jefferson’s brand by consumers, with a well-above benchmark 76% recalling the brand on an unaided basis (+18 pts over the spirits category average).
- Moreover, broad appeal across age/gender even within the general audience led to a highly persuasive creative – with more than one in two reporting increased intent (+11 pts over benchmark).
- The ad demonstrated outstanding breakthrough capabilities, ranking in the 98th percentile in grabbing Attention and the very top percentile in both Likeability and Watchability. The visuals were the most impactful creative element, chosen as the Single Best Thing by 29% of viewers (vs. 20% norm) while the “Tradition in the Breaking” message also stood out at above-norm rates.
- Emotional profiling suggests that the ad successfully sparked interest, highlighted product appeal, and was perceived as well-produced, with emotions such as Curiosity, Thirsty, and Cinematic sparked among viewers:
- This profile aligned with the top competitive spirits ads of the past 90 days (with a Tito’s spot notching a bit higher consideration rate within the full audience).
- Sentiment on “One Thing Led to Another” indicates that the changing scenes and visual humor created engagement and memorability while the cinematography and overall production values impressed American viewers.
- While the ad successfully introduced the brand to new audiences, it also pointed to a baseline awareness opportunity that sustained marketing investment could resolve, as multiple mentions of never hearing of Jefferson’s Bourbon were seen.
- Of course, the creative concept might have been too abstract for a small portion of viewers who struggled to understand the connection between the various exotic locations and the bourbon-making process. Additionally and predictably, non-drinkers and those with religious/personal objections to alcohol rated the ad less positively.
- Still, many expressed genuine interest in trying the product; a strong conversion indicator showing the ad successfully moved viewers down the purchase funnel (supported by the high purchase intent professed).
- This profile aligned with the top competitive spirits ads of the past 90 days (with a Tito’s spot notching a bit higher consideration rate within the full audience).
Sample comments on “One Thing Led to Another” :30
“Well, I’ve never tried Jefferson’s Bourbon, but it looks awfully awesome. I would definitely have to try that. I think that would work very well. It’s a very good ad too, very good, made me laugh.”
Male 50+
“I think it’s a good ad. I’ve seen it on TV multiple times in the last few days and I pretty much watch it every time it plays.”
Female 36-49
“The ad was hilarious. Perfect visual cues and comedic timing. I would definitely try the Jefferson brand of bourbon.”
Male 36-49
“Very entertaining, not only visually, but the product and message is being displayed throughout the entirety of the ad, making it very clear what the product is. 10/10.”
Male 21-35
“Intriguing introduction to a new product. The unusual nature of the ad held my attention. And the ever-changing scenes held it. I will check out this product.”
Female 50+
“I really liked it. The style, character, and humor. Never heard of the brand though.”
Female 36-49
“I really enjoyed this ad. It had humor and it was appealing with the background and the person in the ad. Also, it made me want to know more about the product.”
Male 50+
“It made me want to look up this brand of bourbon I haven’t tried yet.”
Female 36-49
“I think it wants you to know that it is one of the very best brands out here.”
Female 21-35
“It was interesting, fun, high class, informative, and just completely original.”
Female 50+
“The ad was fun, visually interesting, and seems to introduce a ‘Bourbon Disruptor’.”
Male 50+
- The new :30 enjoyed broad appeal across drinkers (and non-drinkers) of all alcoholic beverages and spirits:
- Perhaps not surprisingly then, “One Thing Led to Another” actually ranks as the best-received liquor ad of the past 90 days within the gen pop audience, supported by the high Information and Change conveyed – linked to viewers learning of the brand and the overall messaging of doing things differently:
- Despite a narrative that did not solely focus on the product, the key message still led viewers to the above-norm intent mentioned above.
- This performance points to increased budget to maximize reach even across general audience media.
- Despite a narrative that did not solely focus on the product, the key message still led viewers to the above-norm intent mentioned above.
- Should the brand wish to target spirits drinkers specifically, similar results could be expected as exceptionally strong results were again recorded:
Among spirits drinkers (past year benchmarks):
- Ad resonance for “One Thing Led to Another” points to opportunity for media flexibility given above-norm response among viewers of multiple pro and college sports:
- This could allow for broader reach while potentially limiting budgets.
Jefferson Bourbon’s “One Thing Led to Another” :30, used dry humor and cinematic visuals coupled with an anti-heritage message to differentiate in the spirits category and strongly resonate with viewers.
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Creative Agency: Droga5