For an industry with such fierce national competition, we had to establish a simple way to break through the noise and differentiate Devils River Whiskey, a premium whiskey brand based in San Antonio, TX. In addition, we had to make it resonate with a national audience to support the aggressive expansion plan. Here’s where the ‘Sinfully Smooth Whiskey’ tagline and campaign came in.
By the end of 2019, we had taken this tagline all across the country, into a total of 28 states. We placed it across the website, on billboards, in airplane magazine ads, on truck wraps, in email blasts and all across social media, using the hashtag #SinfullySmoothWhiskey and collaborating with influencers from all over the nation. We adjusted our imagery and tone of voice to resonate with a national audience – creating a look and feel that was less ‘cowboy’ and more ‘lifestyle’.
Thanks to this sinfully smooth campaign that continues to resonate with a national audience, it doesn’t look like Devils River Whiskey will be slowing down anytime soon.
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