Knob Creek Bourbon debuts its first-ever television commercial this week. The new advertisement, which will air nationally throughout the year, highlights the "big, full flavor" of Knob Creek, as well as what it says is the brand’s long-time dedication to crafting quality, pre-prohibition bourbon.
The campaign, titled “Bookerisms,” features the brand’s creator and original steward, Booker Noe, a charismatic sixth-generation master distiller who represented the authenticity and craftsmanship of Knob Creek. Noe was integral in the world of bourbon, having pioneered The Small Batch Bourbon Collection.
The Knob Creek portfolio, which in addition to the original Bourbon also features Knob Creek Rye, Knob Creek Single Barrel Reserve and the new Knob Creek Smoked Maple, has grown 20 percent in the past year, outpacing the overall bourbon category which has seen a 14 percent increase in the same period. Riding this strong momentum, Knob Creek aims to reach new consumers and current fans through its television commercial while deploying a 300 percent increase in media investment.
“While super premium bourbons have become more popular in recent years, Knob Creek has always been the category leader – even without the use of television advertising,” said Rob Nelson, Senior Brand Manager of Small Batch Bourbons at Beam Inc. “As we continue to grow this authentic, legendary bourbon brand, we’ve decided the time is right to take things up a notch and allow Knob Creek to reach new audiences on TV.”
The new advertisement, part of a broader brand campaign that also spans digital media and retail activation, takes on a non-traditional, animated format and focuses on the product’s age, flavor, trusted quality and true bourbon heritage, highlighting a memorable quote from Noe: “If you’re not completely satisfied with the big, full flavor of our bourbon, just send back the unused portion and we’ll drink it for you.”
“More than 20 years ago, dad set out to distill a pre-prohibition style bourbon with big, full flavor, not knowing it would become the World’s #1 Selling Super Premium Bourbon,” said Fred Noe, seventh-generation Beam Master Distiller, 2013 Bourbon Hall of Fame Inductee and Booker Noe’s son. “He would be proud to see the growth of his brand and watch his words inspire TV viewers as they’ve done for bourbon drinkers for decades.”
Knob Creek worked with Chicago-based marketing and advertising agency Walton Isaacson to develop the concept and bi-coastal digital production and creative design studio Brand New School to bring the advertisement to life.
Knob Creek’s first-ever television advertisement premieres nationally on television networks such as AMC, FX, TBS and NBC Sports, as well as digitally on the AOL, Microsoft, Scripps and NBC family of websites.