Maker’s Mark Bourbon Answers the question, what separates good from remarkable? …with “Perfectly Unreasonable”
Maker’s Mark®, the iconic handmade Kentucky bourbon, today announce Perfectly Unreasonable.
The cinematic campaign asserts that going to unreasonable lengths – in life and in bourbon – is what separates good from remarkable. It celebrates those who relentlessly pursue excellence and shines a light on the unconventional decisions that have made Maker’s Mark an icon.
“Perfectly Unreasonable is more than a campaign,
it has been our ethos since my grandparents broke with tradition to reimagine what bourbon could be,”
Rob Samuels
eighth generation whisky maker and managing director
Maker’s Mark
“Maker’s Mark continues to be driven by the pursuit of better bourbon and a better world, with our founders’ vision as our north star.”
From the beginning, Maker’s Mark founders Margie and Bill Samuels Sr. committed to doing things differently. Burning the family’s 170-year-old recipe to create something entirely new for the category – a delicious and balanced bourbon – and they chose the homeplace for Maker’s Mark in outlying Loretto, Kentucky because of its unique water source.
They were also one of the first to open their distillery doors to visitors – a precursor to today’s Bourbon Trail. This challenger spirit endures today with every bottle hand-dipped in signature red wax, every barrel rotated by hand, and the brand’s dedication to become B Corp and Regenified certified.
Perfectly Unreasonable was shot by acclaimed Swedish film director Marcus Söderlund and serves as a manifesto for a new generation of global bourbon enthusiasts, illustrating that breakthrough accomplishments are born from challenging the status quo with vision and determination. This global campaign marks the first execution for the brand by global creative agency Carmichael Lynch.
“This bold campaign reinforces how Maker’s Mark is unique in its uncompromising commitment to excellent bourbon, as well as the personal and unconventional ways we communicate to consumers,”
Chloe Lloyd-Jones
vice president of global brand marketing, Maker’s Mark
“We know Perfectly Unreasonable will resonate with Maker’s Mark fans, who expect nothing less from us, and new whisky drinkers around the world.”
Perfectly Unreasonable premiered in the U.S. during NBC Primetime this weekend and will include integrations with NBC’s “Late Night with Seth Meyers” as well as ‘The Lonely Island and Seth Meyers’ and ‘Family Trips with the Meyers Brothers’ Podcasts. A fully integrated campaign will roll out nationally and in key markets globally throughout 2025. The hero creative will take 30-second, 15-second and six-second forms across television, streaming, digital and social media, and will be supported via the brand’s website, ambassador program and distillery experiences.
For more information, please visit www.makersmark.com.
