The Business Problem
At 80% awareness with low consideration Knob Creek needed to re-define their product and focus on a target consumer. Beam Suntory came to Preacher to re-position their Small-Batch Bourbon portfolio with special emphasis on Knob Creek. Our challenge was to make a 25-year-old bourbon brand relevant in a category full of customers searching for their next discovery, not the old familar.
The Creative Solution
After extensive research our team honed-in on a Gen-X target in their 40s. An age where people are in the prime of their life, building their families, cementing their careers, and trying to find moments for themselves. We positioned Knob Creek as a full-flavored bourbon for those with a full plate. This Creek Runs Full was our creative expression of the intersection of product and target.
