Pioneer Project

An eco-conscious spin on a film premiere

Leverage Bulleit Frontier Whiskey’s brand film, "A Toast To The Times" featuring J. Ivy to drive awareness for their brand platform: Bulleit Pioneer Project. 

The film was launched at an eco-conscious film premiere in LA, days before the GRAMMYs. Every part of the celebration was considered to minimize its impact on the Earth, including upcycled furniture, a "root to stem" menu, and local recycling and composting partnerships.

The Challenge

Build the Bulleit Pioneer Project into a multi-year platform that can be the beating heart of the brand to unleash and celebrate those on the frontier of culture, uplift emerging pioneers and awaken the frontier spirit in the frontier of culture millions of Americans.

We leveraged the film, its creators and its premiere event to drive awareness for The Bulleit Pioneer Project

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  • Our Approach

    We used the film, film premiere event and all partners to generate widespread press coverage for The Bulleit Pioneer Project and the Bulleit brand in various verticals including Culture, Ad Trade, Lifestyle and Whiskey Trade.

    Our goal was to show how Bulleit is celebrating and collaborating with those driving culture forward, bring to life Bulleit and Diageo’s commitment to sustainability and engage and inspire an audience of drinkers who are excited by the Frontier Spirit.

    For the event we executed an invite strategy to target key press, influencers and bring a new audience into the Bulleit brand. We partnered with The FADER, a consumer outlet that covers music, style and culture to amplify the event across editorial, social and newsletter inclusion.

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  • The Reaction

    We secured earned media coverage in outlets such as Adweek, Blavity, BizBash, Daily Mail, The Root, The Kockturnal, Whiskey Raiders and Fred Minnick. The event was attended by over 250 guests including 14 media and 30 influencers.

The Results

35

Pieces of earned coverage

250

Event Attendees

3.7M

Combined Social Reach

1.7B

IEarned media impression

33

Influencer Posts

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