Basil Hayden Drinking Shoes Campaign

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Drinking Shoes x Basil Hayden's

THESE SHOES WERE MADE FOR DRINKING.

Basil Hayden

Overview

BASIL HAYDEN DRINKING SHOES CAMPAIGN.

Basil Hayden is a handcrafted American-made bourbon out of Kentucky. A perennial favorite, they’ve historically relied on by-the-book product marketing. But those bottles were getting a little dusty.

We saw a perfect opportunity to tell a fun and interesting story, in turn generating attention and news around the key fourth quarter holiday gifting season.

How did we do it? Two words: drinking shoes.

Expertise

Beverage
PR

COBBLING TOGETHER A STORY.

Bourbon and shoes – they’re more similar than you think. We found a partner in Quoddy, a Maine-based shoemaker who adheres to the same handcrafted ethos. They were able to custom cobble shoes out of leather that shares the same tannins present in Basil Hayden bourbon. Talk about a smooth finish.

RIDING A NICE BUZZ.

As Quoddy got to work, we brought media and influencers up to Maine to film the making of the shoes. Then, we partnered with ecommerce leader Huckberry to sell them (as well as custom leather koozies) online and at their holiday popup in New York City.

All told, the campaign brought Basil Hayden all kinds of press attention, influencer love, and social media buzz. And the shoes, which retailed around $400, sold out immediately and more than paid for the cost of the campaign.