Doe-Anderson & Maker’s Mark

The holidays are the most popular time to drink bourbon, but the brand of bourbon most seasonal drinkers use matters a lot less than the eggnog. To make the bourbon we drink in holiday moments matter, our client, Maker’s Mark, would need to improve upon the traditions people recreate every year.

Enter the holiday sweater – a tradition that decorates our landfills and one in dire need of reimagining.

We partnered with women-owned, sustainable fashion brand The Endery to keep the tradition of ugly holiday sweaters from adding to the waste of fast fashion by creating a small batch of handknit sweaters using only pre-existing, deadstock wool.

The design is inspired by Maker’s Mark’s limited-edition holiday labels and celebrates the purposeful, handcrafted heritage of both brands. The vintage-esque patchwork knits speak to the Americana craftsmanship associated with Maker’s Mark and blend seamlessly with The Endery’s playful sense of color and Peruvian influence.

We extended the theme of re-imagined holiday nostalgia into a fully integrated holiday campaign, reaching consumers at every touch point, including retail, connected TV, social and interactive digital.

Our sweaters were covered by business, fashion and bourbon media – earning over 95 million impressions on the social video alone and over 218.4 million impressions overall – with support from celebrities like Rachel Brosnahan who are connected to sustainable fashion.

For even more lasting impact, 100% of the profits were donated back to the Peruvian knitting community to ensure the art of sustainable handcrafted sweatering lives for generations.

Doe-Anderson submitted this case study in the 2023 Globeys:

Share This Case Study

More Case Studies

WHITE64 & Visit Fairfax

Visit Fairfax approached us with a problem: How could we make Fairfax County the go-to summer destination for Philadelphians? With other major cities within driving distance like Baltimore, D.C., and New York City we needed to find something unique about [...]

WHITE64 & [solidcore]

Our client, [solidcore] was rapidly expanding their business and they wanted to attract new members in order to sustain their expansion. They asked us to develop and deliver a brand idea to not only increase active members and new visits, [...]

True Media Canada & Toronto Animal Services

Explore Minnesota Tourism needed to drive tourism ROI. With ad-influenced trips and visitor spending each playing a role in generating returns for Minnesota’s tourism economy, we knew there was only one way to produce incremental trip growth. Audience segmentation and [...]