Abstract

In 2014, Kentucky-based bourbon maker, Maker’s Mark, was accused of misleading its consumers through its advertisements that claimed that its popular bourbon was handmade. Earlier in 2002, Maker’s Mark also drew flak for an ad that analysts felt was offensive due to its objectification of women. The ad featured a tall bottle of Maker’s Mark Bourbon whisky against a black background. In large, silver lettering, the ad read, “Your bourbon has a GREAT BODY and a fine character. I WISH the same could be said for my GIRLFRIEND.” This controversial ad received negative reviews from analysts. They felt that the ad was highly demeaning to women as it compared them to objects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the issues, challenges, and ethical considerations in advertising in general, and those to alcohol advertising.
• Discuss the issues related to offensive ads and understand the fine line between humor and offense.
• Discuss and debate whether the company was right in making the ‘handmade’ claim or whether it was a case of misleading advertising.
• Explore ways in which brands can effectively advertise their products.

Keywords

Advertising,Ethics,Marketing communication,Offensive ads,Misleading advertising,Consumer behavior,Emotional appeal,Pathos,Humor,Alcohol advertising, Objectifying women, Code of Ethics, Marketing Code