​Introducing a new brand campaign​

Elijah Craig has introduced a new campaign that encourages consumers to not only discover the “Greatness Within” their glass, but the Greatness Within themselves.

Elijah Craig, The Father of Bourbon and the brand’s namesake, first discovered the “Greatness Within” when he charred white oak barrels to use for aging Bourbon. This new campaign targets those who live with that same sense of curiosity, those who strive to be the best in everything they do, push the limits and ultimately, discover greatness.

In support of the campaign, a TV spot features three vignettes: an architect enjoying a glass of Elijah Craig after a day of work, friends at a golf driving range, and a bartender crafting cocktails. This imagery emphasizes the fact that the “Greatness Within” is different for everyone. It can come in all different circumstances, whether it be during the calm of a quiet evening or in the company of friends.

The national TV and Digital Video media ad supported the campaign during May to June and September to December 2019. The ad was featured on connected TVs, mobile devices, streaming services, and devices such as Roku and Amazon Fire TV. When consumers were accessing via these connected devices, the ad was seen on major broadcast and cable networks, premium live sports including the NFL, and Hulu.  The “Greatness Within” campaign ad is expected to be featured again in Spring 2020.