WhistlePIG mARKETING campaign

A joint partnership between American University and RedPeg Experiential Agency. Developed a marketing strategy for WhistlePig's PiggyBack Bourbon and Rye.

Project: Conducted research to articulate a marketing strategy. My team and I developed an IMC plan to address the branding question of whether or not the two products belonged in the core portfolio or as a brand extension.

Strategy: Leaning in on data and emerging trends we developed a series of strategies for advertising and partnerships and additionally featured the company's infamous pig within our campaign approach.

Solution: By focusing on the relaxation and seasonality elements associated with whiskey consumption we developed the campaign "Discover the art of relaxation in every season with PiggyBack". We additionally provided some partnership ideas, a social media activation, a experiential activation, a budget and media calendar, and finally some additional recommendations.