Basil Hayden’s small but loyal following had steadily grown since its introduction. But nearly three decades later, the brand was ready for a bigger stage. Our task was to take this beloved but niche bourbon from an impulse purchase to one spirit enthusiast’s intentionally sought out via Basil’s largest-ever brand campaign. To do so, we leaned into its greatest strength — Basil Hayden’s might be the most giftable bourbon there is. Between packaging that makes it appear wrapped-and-ready to give, the inherent specialness that comes from being the product of a small-batch process, and a velvety-smooth flavor that pleases even non-whiskey-loving palates, Basil Hayden’s was made to be shared. So we helped ingratiate the brand to a whole new audience by giving them just what they needed to Bring Something More to the Table.
