| Title | Skrew the Usual 2 |
| Agency |
The Martin Agency
|
| Campaign |
Skrew the Usual
|
| Advertiser |
Skrewball Spirits
|
| Brand |
Skrewball
|
| Date of First Broadcast/Publication |
2024 / 5
|
| Business Sector | Spirits, Fortified Wines
|
| Philosophy | Skrewball Whiskey, the leading peanut butter whiskey, is proud to unveil its new campaign and rallying cry, "Skrew the Usual," the brand's most ambitious launch to date. As the world's first super-premium peanut butter flavored American whiskey, Skrewball wants people to break away from the 'same old, same old' and revel in the surprisingly delicious flavors of life – enter "Skrew the Usual." The campaign marks a significant milestone for Skrewball and the biggest launch since its acquisition by Pernod Ricard in 2023. It is accompanied by the release of a 30-second creative spot, called the "House of High Spirits," in addition to 15-second and 6-second short films. At the heart of the campaign is a new fictional spokesperson aptly named Skrew, who is the charismatic (and dashing, if we do say so ourselves) personification of Skrewball's charmingly mischievous spirit. In the spot, Skrew upends (read: improves) the conventions of the whiskey category by beckoning viewers to indulge their curiosity and experience the unusually delicious peanut buttery taste of Skrewball Whiskey. As a relatively young brand that launched in 2018, Skrewball has grown to become the number one peanut butter whiskey in the United States with 83% of market share, the number two premium brand in the flavored whiskey category ($25+) for value and volume, and the number five brand overall¹ – now that's some nutty growth. The campaign, created by The Martin Agency, kicks off via online video, social and search on Thursday, May 9, followed by disruptive out of home advertisements in key markets such as Chicago, Los Angeles and New York City come June. |
| Media Type |
Print
|
| Production Service Company |
STORY
|
| Advertising Manager |
Craig Johnson
|
| Advertising Manager |
Kuppy Sampale
|
| Advertising Manager |
Gary Feeney
|
| Advertising Manager |
Brittany Yeng
|
| Advertising Manager |
Steve Yeng
|
| Client Creative Director |
Cris Bowles
|
| Client Creative & Digital Lead |
Laura Arayata
|
| Chief Executive Officer (CEO) |
Danny Robinson
|
| Chief Creative Officer |
JERRY HOAK
|
| SVP, Creative Director |
Sean Riley
|
| Associate Creative Director |
Dave Ashton
|
| Senior Copywriter |
Roger Hailes
|
| Senior Art Director |
Riley Shine
|
| Design Director |
Robyn Makinson
|
| Designer |
Molly Dauphin
|
| Senior Studio Artist |
Mark Caasi
|
| Studio Artist |
Brendan Ginsburg
|
| SVP, Managing Director, Head of Integrated Production |
Brett Alexander
|
| VP Executive Content Producer |
Ann Parker
|
| Senior Content Producer |
Mel Calabro
|
| Associate Director, Business Affairs |
Gloria Gutierrez-Anderson
|
| Associate Director, Financial Affairs |
Elizabeth Moore
|
| SVP, Executive Partner, Head of Account |
Walker Teele
|
| SVP, Group Account Director |
Liz Toms
|
| Account Supervisor |
Jacob Lowden
|
| Group Resource Manager |
Karen Gates
|
| Senior Project Manager |
Maclaine Ellis
|
| EVP, Chief Brand Officer |
Elizabeth Paul
|
| SVP, Head of Strategy |
John Gibson
|
| Group Planning Director |
Mike Obermeyer
|
| Strategic Planner |
Lexi Magenheim
|
| Senior Communications Strategist |
Michael Bonavita
|
| VP, Head of Public Relations |
Lauren Brennan
|
| Director, Brand Communications |
Katherine Sheehan
|
| Brand Communications Manager |
Sofie Diskin
|
| Associate Director |
Holly Hansen
|
| Digital Producer |
Chase Maszle
|
| Production Company |
Park Pictures
|
| Director |
Terri Timely
|
| Executive Producer |
Jackie Kelman-Bisbee
|
| Executive Producer/ Managing Director |
Justin Pollock
|
| Senior Producer |
Christopher Grove
|
| Sr HoP / Business Affairs |
Anne Bobroff
|
| Head of Production |
Chelsea Schwiering
|
| Producer |
David Lambert
|
| Founder / CCO |
Ana Laura Solis
|
| Partner / COO |
Joe Solís
|
| Managing Director / ESG |
Aura Solís
|
| Senior Service Producer |
Carlos Estrada
|
| Editor |
Katie Cali
|
| Managing Director |
Laura Macauley
|
| Editorial Company Executive Producer |
Jennifer Johnson
|
| Assistant Editor |
Jesse Richard
|
| VFX Company |
Platige LA
|
| Managing Director |
Chris Harlowe
|
| 2D Lead |
Justin Keil
|
| VFX Producer |
Sonia Marcinkowska
|
| Colorization |
Company 3
|
| Colorist |
Bryan Smaller
|
| Executive Producer Color |
Mario de Castro
|
| Audio Post Production |
Overcoast Music + Sound
|
| Engineer/Mixer |
Matt Whitworth
|
| Music Supervision |
JL Hodges
|
