Maker's Mark: ZERO
Suntory has challenged us to reimagine one of their legacy brands as a credible non-alcoholic offering. They want a refreshed identity and campaign that speaks directly to Gen Z—also known as the 'Moderation Generation
Maker's Mark: ZERO's Target Audience
Maker's Mark: ZERO's Target Audience's Values & Pains
We have carefully researched and our target audience to ensure that we make the right product for the right people. We refined our target audience to a more curated sober curious gen z, with the focus being that our TA are a little more fussy and aware.
The design for Makers Zero is inspired by legacy and timelessness. The famous red wax inspired our design, as gen Z have proven to be particularly intrigued by the hand dipped red wax, proven by the ‘slam dunk’ trend seen on tik tok. Symbolically, red can inherit a feeling of meaningfulness or authenticity.
Our product packaging is presented as a contemporary spin on the woodgrain textures found at the Makers Mark distillery farm. From the oak barrels, to the antique machinery and hand cut labels, we wanted to create an exciting, modern product design for gen Z that was embedded in the foundation laid out before us .
A southern, Kentucky inspired slab font captures the attention of sober curious gen Z, instantly communicating the 0% alcohol factor, while maintaining the presence, history and legacy of the iconic Makers Mark branding in any setting.
Maker's Mark Prompts
The heart of our campaign are our thoughtfully crafted prompts found on each can designed to bring meaningful moments to the user. Each makers mark zero can will feature a bold prompt, carefully crafted to encourage a meaningful moment. An example might be "Remind your aunt about your most cherished memory together" or "Let your oldest friend know why they are still your friend"
Maker's Mark ZERO incteractive advertisement.
Maker's Mark Merchandise: Makers Merch
Maker's Mark ZERO Moving Billboard.
Maker's Mark ZERO Posters
Maker's Mark ZERO: The Big Red Barrel.
Our campaign brings Makers Mark Zero to life with bold, interactive experiences tailored for Gen Z. Crowdsourcing boards in high-traffic areas invite anonymous input, while authentic, eye-catching posters and branded vehicles turn city streets into moving ads. Stylish merch like hats and totes taps into Gen Z trends, and the Big Red Barrel pop-ups in key locations feature QR codes prompting engagement where participants can win exclusive prizes, driving connection and reinforcing the campaign’s message.
Maker's Mark ZERO TikTok Ad Campaign
Maker's Mark ZERO TikTok Ad Campaign
Maker's Mark ZERO TikTok Filter Trend
We're harnessing the power of social media to connect with our target audience and share the Makers Mark story in an engaging, accessible way. By tapping into current trends, we blend the brand’s timeless identity with fresh, Gen Z-friendly content overall expanding our reach and reinforcing our message through platforms where our audience is most active.
