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Maker’s Mark launches guerilla Fashion Week promotion with Old Fashioned Week

Events at the heart of Old Fashioned Week

Events at the heart of Old Fashioned Week

Bourbon brand Maker’s Mark is surfing in on the back of Mercedes Australian Fashion Week with its own guerilla campaign, Old Fashioned Week.

The initiative, a joint effort by ad agency The Works and PR house Liquid Ideas, will promote old fashioned cocktails using the bourbon at venues around Sydney as an antidote to MAFW.

The event will be repeated later in the year in Melbourne.

As part of the campaign by the Beam Suntory brand, Maker’s Mark has commissioned the creation of hand-blown glasses, made in Canberra, which will be used as part of the promotion.

A ticketed event is just one facet of Old Fashioned Week, which features artist Anthony Lister and surfboard shaper Simon Anderson plus content partnerships with TimeOut and D’Marge.

The campaign will also be supported by a video showing the glasses being made.

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