Maker’s Mark and the Ethics of Advertising

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EXCERPTS

THE PRODUCT AND PRINCIPLES OF MAKER’S MARK MARKETING

Bourbon, an American spirit, was an aged whisky with specified alcohol content. According to Maker’s Mark, ‘All bourbon is whisky, not all whisky is bourbon’. In 1964, the U.S government declared bourbon as ‘America’s Native Spirit’, making it a distinctive spirit of the US. During the 1960s and the 1970s, when marketing activities increased at Maker’s Mark, the bourbon was sold with the slogan ‘It tastes expensive…and is’. Usually the Maker’s Mark bourbon was aged for between 5.5 years and 7 years. After the completion of the aging process, 150 bottles were combined in a batch, and machines were then used to fill and seal the bottles. Although the capping part was done by machines, the signature red wax seal was hand dipped. ..

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THE GIRLFRIEND AD

Maker’s Mark targeted male customers for its whisky brand. According to analysts, the target customers of Maker’s Mark were males aged above 19 years, with an interest in bourbon. For this, it came up with a copy illustrating the bottle along with a message addressed to male customers dissatisfied with their girlfriends or female partners in terms of their body and character...

THE ‘HANDMADE’ CONTROVERSY

In another instance, a lawsuit was filed in December 2014 against the Maker’s Mark label which displayed that it was “handmade” (Refer to Exhibit V Image of Maker’s Mark whisky label claiming “Handmade”)...

THE ROAD AHEAD

The Maker’s Mark ad comparing a bottle with a woman was widely criticized by analysts, who felt that the advertising strategy of Maker’s Mark needed a change. The enforcement of an ethical code of advertising for alcohol companies came into discussion...

EXHIBITS

Exhibit I:Image from the ‘Girlfriend’ Ad

Exhibit II:Key financials of Suntory

Exhibit III:Beam Marketing Code

Exhibit IV:Key Campaigns of Maker’s Mark

Exhibit V:Image of Maker’s Mark Label Claiming “Handmade”

Exhibit VI:International Economic Development Council (IEDC) Code of Ethics