Four Roses Bourbon x Inked Magazine Guerilla Campaign
What do whiskey and tattoo magazines have in common? Roots in 1800s American tradition. The challenge here was to design a campaign for Four Roses Bourbon that could seamlessly lay in an issue of Inked Magazine. In the early 1860s, Four Roses Bourbon began as a love story and a corsage of roses. Today, as you flip through Inked Magazine, you will see spreads of pin-up models showcasing the incredible art inked on their skin. With red roses at the center of the Four Roses Bourbon logo as well as being a staple of American Traditional tattoos, I bridged the two brands’ love for the ladies and their flowers.
This billboard is the first part of the campaign I created, displaying a typical American Traditional sleeve. Away with the new sugary seltzers that pop up every week, both the tattooing style and the bourbon bring back classic American traditions and taste. If you look closely, you’ll see our main pin-up lady tattooed on the arm, a recurring character we see throughout the entire campaign. I call her Betty.
Here we have slides from an Instagram story that highlights one of the campaign’s main messages: Four Roses Bourbon makes drinks that are handcrafted, just like your ink. With a target audience of heavily tattooed customers who pay for quality, our pin-up ladies are here to remind them that Four Roses Bourbon is at a standard that matches the artwork on their skin. The ladies? Their names are Sugar and Spice- tasting notes of Four Roses Bourbon. They’re a matched pair, adorning four familiar roses we all know and love.
This guerilla campaign I created showcases a collaboration between Olde City Tattoo Studio in Philadelphia, Inked Magazine, and Four Roses Bourbon. With a pop-up event outside of the tattoo studio, Four Roses Bourbon and Inked Magazine are getting you ready to save on new ink. At this event, when you buy a set of Four Roses Bourbon, you can get discounts on your next tattoo at Olde City Tattoo Studio. The more you purchase, the more you’ll save. While we can’t let you get a tattoo while drinking, you can sip and savor the flavor of the bourbon while you mingle with tattoo artists and plan your next piece.
Meet some of the ladies! Sugar, Spice, and Honey are some of our tattooed pinups representing the tasting notes of Four Roses Bourbon and beauties of Inked Magazine. Take your pick of a blast in a glass.
Here is a storyboard of a thirty-second spot for Inked Magazine to promote Four Roses Bourbon. The brewing process is being shown through animated American Traditional tattoos on a person’s skin. Each closeup of the skin goes through the history of making and drinking Four Roses bourbon throughout the years. Although times have changed, the process and results haven’t. As the camera pans out, we see the full-sleeve story that is tattooed on the skin. Our model inks the brand name in our minds by turning around to show a massive back tattoo of the Four Roses Bourbon logo.