Rebel Yell Bourbon wanted their product to appeal to a younger, modern audience. The old bottle design featured a confederate soldier on the front. While that label design had been discontinued for some time, the association still lingered.
For our Rebels Uncaged campaign, we embraced the rebel spirit, but steered it in a direction that spoke to living free and unfettered. To doing your own thing and living life without restraints.
We chose four motorcycle builders from across the country to build bikes that were then given away in a contest that garnered a ton of attention and enthusiasm from our audience and the biker community. In addition to the giveaway we created content highlighting the builders and the spirit of the campaign with the goal of making Rebels Uncaged less about a contest and more about a culture.
The campaign was so successful that we are now gearing up to do it again in 2017.