PUBLIC RELATIONS . ADVERTISING . DIGITAL . SOCIAL MEDIA
With a flavor as rich as the tradition that inspired it, Pendleton Whisky is dedicated to the sport of rodeo and those who celebrate the Great American West. Blended to achieve a premium taste and aroma profile, the oak barrel-aged whisky uses glacier-fed spring water from Oregon’s highest peak, Mt. Hood to achieve its smooth taste and rich, complex flavor.
For nearly a decade, FWV has served as the agency-of-record for Pendleton Whisky, working closely with the brand to generate heightened awareness, increased market share and case sales through integrated marketing initiatives. Today, FWV continues to support Pendleton Whisky with public relations, social media, influencer marketing, special events and creative services.
VIDEO & PHOTOGRAPHY
Pendleton Whisky is the whisky to share with friends. What better way to enjoy with friends than a crafted cocktail with a western spin on a classic or a uniquely Pendleton Whisky custom cocktail. With at-home consumption on the rise, focusing on cocktails, the brand worked with their mixologist to re-vamp 30 cocktails, inclusive of 11 brand new ones. FWV brought 20 of the cocktails to life by producing instructional videos, supported by new photography for all 30, and deployed across the brand’s YouTube, Facebook, Instagram, Twitter and Pinterest channels over a year. The videos were highly engaging showing Pendleton Whisky’s current audience, and new and seasoned whisk(e)y enthusiasts that there are so many ways to taste the west with Pendleton Whisky beyond neat.
CODE OF THE WEST
Pendleton Whisky is more than a whisky, it celebrates the Western lifestyle. With the Great American West at its core, what better way to communicate this than a simple, yet timeless set of values – the Code of the West. The set of 10 codes, including Live Each Day with Courage and When You Make a Promise, Keep It, originally written for cowboys, is relatable for all consumers.
To further amplify the codes, FWV developed a social media campaign that would bring the codes to life, lifting them from words on paper into animated illustrations. Each 12-second video was then released on the brand’s Instagram channel as a Story, one at a time, driving to a landing page where all 10 Codes are housed. Additionally, and to build new consumer contacts for the brand, the landing page hosts a giveaway, where five lucky winners will be gifted with a custom set of leather coasters displaying each of the 10 Codes.
Video & Photography
In order to continue elevating social content across all of Pendleton Whisky’s social channels, we planned and executed a Western lifestyle shoot. Tapping into their strong authentic Western roots, we captured product and lifestyle photography, and video by traveling to ranches, Western towns and saloons. Over 200 pieces of heightened content captured in the Great American West are being integrated into Pendleton’s social channels, in both paid and organic posts.
OUT HERE THIS IS WHISKY
Known as the cowboy whisky with a firm foundation in Western culture, the brand was ready to spread its wings into new categories. Our goal was to continue to speak to new target consumers, without veering from the Western lifestyle values of the Pendleton brand and Pendleton core consumer. Our solution was an aesthetic that the general population could connect with and aspire to: Welcome to the American West. Out here, opportunity is as vast as the landscape and fortune favors those with the courage to pursue it. This national campaign spread across print, digital, social media, sales materials, and out of home, to name a few.
MEET ME FOR MIDNIGHT
Pendleton Midnight Product Launch
FWV launched Pendleton’s new 90-proof premium whisky, Pendleton Midnight, a new expression in their portfolio that was crafted to reach and attract a more mainstream consumer. By creating and hosting a consumer launch party with sold-out attendance in a new market, we secured over 2 million earned media impressions. The event helped generate over 750 new contacts for the brand’s email database, 400 consumer trials of product and a 420% increase in web traffic during the launch event time frame.
Pendleton Whisky Music Fest
PUBLIC RELATIONS & SOCIAL MEDIA
Living The Brand
Pendleton Whisky hosted media guests at a Colorado Ranch for a two-day immersive Western lifestyle experience. Editors and writers attended, which ultimately led to us securing more than 3.9 million earned media impressions across 38 publications including Food & Wine, Men’s Journal, The Tasting Panel and Chilled Magazine.