Energy BBDO Declares Bourbon’s Independence

CHICAGO Omnicom Group’s Energy BBDO expresses the complexity of Knob Creek Bourbon through a collage of images in a new print campaign for the brand breaking this week.

The campaign, which is the brand’s first advertising in five years, is tagged “Drink life deeply.” One print ad features an image of the bourbon’s distinctive bottle offset with pictures of a bar scene and a hand lifting a glass. Copy reads, “At some point in time a man switches from ‘I’ll have what he’s having’ to ‘I’ll have what I’m having.’ ” A bus shelter ad features similar images with the copy, “No matter how loud the bar, you can always hear your own voice.”

“We’ve designed a fresh new campaign that communicates a sense of independence and confidence, characteristics that are emblematic of the Knob Creek Bourbon experience,” said Marty Orzio, chief creative officer of the Chicago agency, in a statement.

Ads will run throughout the year in magazines such as Esquire, Fast Company, Men’s Journal, Spin and Wired.

Exact spending was not disclosed, though Beam Global Wine & Spirits said it would be a multi-million dollar campaign. The Deerfield, Ill., company spent only $1 million on the Knob Creek brand last year, according to Nielsen Monitor-Plus.