Woodford Reserve Crafts a Spectacle for the Senses for 2020 Kentucky Derby

Woodford Reserve is more than a spirit. It’s a spectacle. This sentiment is the driving force behind Woodford Reserve’s new campaign 'Spectacle for the Senses.' Created for the Kentucky Derby, of which Woodford is the presenting sponsor, the campaign highlights the 200+ different flavour notes in the bourbon. 

Developed as the first platform launch between creative agency Energy BBDO and Woodford Reserve, this work elevates Woodford beyond bourbon and positions itself as a multi-sensory drinking experience. 

“This new campaign separates Woodford Reserve from other whiskeys with its fresh, bright design aesthetic, in contrast to traditional bourbon advertising,” said Matias Bentel, chief brands officer for Brown-Forman, the parent company of Woodford Reserve. “It elevates Woodford Reserve beyond the bourbon category and will introduce our brand to new consumers globally.” 

Premiering during the globally-viewed Kentucky Derby on September 5th, the campaign - encompassing TV, social, digital, print and out-of-home - is as show-stopping as the Derby itself, focusing on the flavours found in every sip of Woodford Reserve.

“Woodford Reserve is more than a bourbon. It’s a sensorial experience. Not only how it tastes, but how it smells, makes you feel or just looks in a glass. Our new campaign works to bring those experiences to life in a way that’s as spectacular as the bourbon,” said Jonathan Fussell, creative director at Energy BBDO.