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Hot take: We need more gatekeeping.​​

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The story: We partnered with Four Roses to help London millennials discover a love for bourbon and increased their brand awareness by 31% by throwing the rule book in the bin. 

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The research showed that their target market loved discovering hidden gems. And we knew hidden gems make thrilling discoveries.

So, casting our minds back to US Prohibition of the 1920s – where Four Roses drinkers were forced to keep tight lipped – we asked for a little decorum. ​

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We didn't make the logo bigger. We painted over it. 

We didn't ask people to get their hands on a bottle. We asked them to keep it off the tip of their tongue. 

And we definitely didn't encourage people to tell their friends. 

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Instead, we said, Don't mention it.

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