Bulleit Frontier Whiskey has announced the launch of its new US brand campaign, titled “We Aren’t Made To Be Still.” This campaign reflects the brand’s ongoing commitment to innovation and experimentation, which has defined its flagship bourbon and continues to drive its exploration of new whiskey frontiers.
The “We Aren’t Made To Be Still” campaign aims to embody the ‘Frontier mindset’—a concept that represents the brand’s persistent drive to challenge conventional whiskey norms through continuous experimentation. The campaign features a series of 15-second vignettes that emphasize restlessness and movement, drawing parallels between the dynamic nature of Bulleit whiskey and the energetic spirit of its consumers. These ads will be distributed across television, online video, social media, and over-the-top media platforms. Anomaly developed the creative content, while PHD managed media strategy and implementation.
In addition to the film series, the campaign includes various elements such as partnerships with brands, media and talent, digital advertisements, out-of-home placements, social content, and experiential events. One of the initial activations will focus on highlighting individuals who are advancing food culture.
Jesse Damashek, Senior Vice President of Diageo’s Whiskey Portfolio, emphasized that the campaign captures the core energy driving the Bulleit brand, which has been evident since its inception. This drive has led to innovations such as the high-rye mashbill bourbon and the Bulleit Rye, as well as the recent introduction of Bulleit American Single Malt.
The campaign is part of Bulleit’s broader commitment to innovation and sustainability, highlighted by the recent releases of Bulleit American Single Malt, Rye 12 Year Old, and Batch 8 of Barrel Strength Bourbon. Bulleit’s sustainability efforts also include the use of recycled glass for bottles and environmentally conscious practices at its Shelbyville, KY distillery, which emphasizes natural habitat protection, water conservation, and local ingredient sourcing.