Bringing Prestige Within Reach:
A New Era for Old Fitzgerald

Brand DNA Decoder
Reach Maximizer
Indulgence Escalator
Content Catalyst
Audience Builder

CHALLENGE

Old Fitzgerald Bourbon, boasting a prestigious 120-year history, had become nearly unattainable due to soaring aftermarket prices. To reconnect with a broader audience without sacrificing exclusivity, the brand introduced a new ultra-premium yet accessible offering: Old Fitzgerald Bottled-in-Bond 7-Year-Old.

Insight

Leveraging the behavioral science principle of "Implementation Intentions," Method1 anchored Old Fitzgerald to specific moments of hospitality—making it the instinctive choice for hosting, sharing, and celebrating. Just as popcorn instinctively pairs with movies, Old Fitzgerald would seamlessly embody welcoming occasions.

Solution

Method1 reimagined Old Fitzgerald as more than Bourbon—it became the ultimate host through a distinctive 360º campaign, blending heritage and modern elegance.

The visual direction -"Elevated Nostalgia"- modernized the timeless charm of the brand's iconic 1950's and 1960's print advertising. A painterly aesthetic paired contemporary scenes with vintage warmth, accentuated by a palette of deep greens, rich reds, opulent golds, and bright turquoise highlights. This created an immersive atmosphere of sophisticated indulgence.

Under the inviting tagline "The Pleasure is Ours," Old Fitzgerald directly expressed hospitality, warmly inviting consumers to embrace shared moments. Engaging stop-motion videos captured celebrations, reinforcing emotional connection and solidifying Old Fitzgerald’s place at the heart of hospitable gatherings.

CAMPAIGN ELEMENTS

PAINTERLY EFFECT

GRAIN FOR TEXTURE

ADD SOFTNESS & ATMOSPHERE

COLOR GRADING, TONE
SHARPENING & SMOOTHING

Outcome

The “Pleasure is Ours" launched in Q2 2025 in digital, social, trade, podcasts, influencers, and retail and positioned Old Fitzgerald as the contemporary embodiment of sophisticated hospitality. The campaign quickly gained traction, drawing coverage from leading lifestyle and spirits publications, including Vinepair, Robb Report, and Forbes—reaffirming the brand’s legacy while opening doors to new, discerning audiences.