Spirits Giant Brown-Forman Gives Woodford Reserve Account to Fallon
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Publicis Groupe’s Fallon, Minneapolis has picked up creative duties for Woodford Reserve, a small but growing super-premium bourbon that has emerged as a star player in Brown-Forman’s liquor portfolio.
“Woodford Reserve has tremendous growth potential moving forward, further building on its track record of strong performance,” Maureen Brekka, SVP Director at Brown-Forman, said in a statement. “We’re excited to have Fallon enter the Brown-Forman fold, and we’re even more excited about the work they’ll be creating to carry the brand into a new phase of its history.”
Boxing Clever, the previous agency-of-record, will remain on board to oversee sales promotion, Brown-Forman spokeswoman Andrea Duvall said in an email. Woodford Reserve has a relatively small ad budget and hasn’t historically devoted spending to broadcast. Last year under $5 million in measured media was spent on the brand, according to Kantar. Asked if that could change under Fallon, Ms. Duvall said: “As the brand continues to grow, we are looking at different mediums including TV, but there are no immediate plans for now.”
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