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How will you generate authentic connections with your consumers?

30 years in marketing and advertising have taught me that genuine human connection is transformative. It moves hearts and minds.

As GRADIENT’s Chief Client Officer, empowering brands to interact more deeply with their target audiences gets me out of bed in the morning. To that effect, it's been exciting to see visionary leaders at Beam Suntory place experience at the heart of their communication strategy.

This week, our team is visiting Kentucky to shoot content for a refresh of the spirits brand Knob Creek’s Single Barrel Program. A new digital component integrated into authentic content will produce a more substantial relationship between the master distiller, the brand, and single barrel recipients. We’re transforming the program from storytelling to storyliving by leveraging experience as the platform for content.

Whether on or off campus, consumers will truly live the Knob Creek story — tasting, smelling, and witnessing the superiority of the bourbon while diving deep into the brand’s heritage in an emotionally stimulating way.

Soon, bourbon lovers will experience:

  1. A digital app allowing them to customize and curate their single barrel program based on their interests

  2. An enriched Warehouse experience designed with new graphics and visual treatments

  3. A revamped tasting space that elevates the single barrel selection, followed by a personalized cocktail crafting experience

  4. A first-of-it’s-kind off-campus virtual single barrel program with exclusive storytelling led by legendary master distillers Fred and Freddie Noe, paired with a physical kit for bourbon barrel tasting and customization

The marketing landscape has evolved. It’s shifted from passive marketing tactics to participatory ones. The

They want to be a part of your brand.

Multiple clients and their brand marketing teams have been actioning that vision across many categories seeing tremendous results.

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