To help an iconic brand connect with NYC's young, poly-cultural drinkers, we created an inspiring call to action to celebrate the one thing that brings New Yorkers together...their love of NYC.

Maker’s Mark isn’t a small, local brand that no one knows of, especially in a city like New York. Yet despite the brand awareness, younger consumers weren’t finding relevance with this Kentucky bourbon. To drive a genuine connection with this audience, we created a platform that celebrated community, individuality, and inclusivity.

We asked consumers to "Raise a Toast to Remarkable NYC" across social and digital channels and expressed the brand's own love for the city through partnerships, OOH, and a marquee event. Here's to the city where everyone can make their mark.

478

online toast submissions

7.5%

avg influencers content engagement rate

125MM

paid media engagements