No Title

BYLN:

Mellors Reay “Angel”

Art director : Pat Thomas

Copy writer: Dave Copeland

Mustang, the name, does not fit with the discerning, aspirational image of bourbon but it does fit with our core target audience of 18 to 24-year-old male session drinkers. And that’s where the opportunity lies: to make Bourbon a fashionable but unpretentious short and a perfect partner for session drinking.

These guys are driven by two things: alcoholic strength, and image. They use shorts either to begin or finish an evening. They act as turbo-chargers.

This is why Mustang – with the image associations of hot-rod cars and wild horses – is an entirely appropriate name. The creative aim is to clearly integrate the product’s alcoholic strength with powerful imagery relevant to both the occasion and brand name. We worked to the creative proposition “Hot-rod your evening with Mustang”, supported by a 40 per cent ABV content.

The creative idea is simple and immediate. A dragster revs its engine and screeches its tyres as we see a bloke knocking back a double shot of Mustang. There is an almighty crash. In this execution, we cut to God and his angels at the Pearly Gates. Backed by angelic harp music, they look down and comment on the carnage that follows. The moral of the story is that you should sip – not gulp – Mustang because it is 40 per cent proof.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here