DIAGEO tapped GERTRUDE to relaunch I.W. Harper bourbon from strategy through activation with rich storytelling and revive the 142-year-old, prohibition-era stalwart.

Our campaign boldly welcomed the brand back—featuring new packaging, the iconic bowing man, and our signature sign-off “anywhere, anytime, always a pleasure.”

We met the challenge to give this historic brand modern appeal—highlighting its structural dimension, quality, and vintage-inspired graphics through brand new CG.

I.W. Harper reintroduced itself the same way it arrived over 140 years ago—in an authentic Model A Ford “Huckster” we created to host sophisticated launch events.

CONTEXT
Global spirits company Diageo had purchased the Stitzel-Weller Distillery in Kentucky, along with a trove of amazing bourbon brands. A formerly worldwide-famous, 142-year-old bourbon brand named I.W. HARPER was chosen to resurrect and re-launch after being absent from U.S. shelves for nearly 20 years. GERTRUDE was briefed with a small bottle of liquid, a few historical assets, and a library of stories about the bourbon legend.

WHAT WE DID
Strategy, Brand Positioning, CGI / 3D Imaging, Brand Films, Consumer & Trade Print, Content, Digital, Retail, Experiential, PR, and Collateral 

OUTCOME
1 Platform
2 NPD
1 Integrated Campaign
3 Nat’l Launch Events
1B+ Impressions
National Distribution by DIAGEO