
I have to admit,this is one of my favorite print ads out there. But then again, I seem to have a soft spot for great liquor advertising.
In the world of Consumer Packaged Goods, Knob Creek is going through what we call “allocation.” And allocation is usually a bad thing for a brand… a really bad thing. But the marketers at Knob Creek have taken the high road and used the shortage to reinforce their equity of “uncompromising quality.” It would have been easy for them to start using some product that hadn’t aged the “full 9 years”. But they did what is right in the long run for both their fans and for the brand. That type of commitment to a brand is admirable and should be a role model for all Brand Managers.
BTW - Special thanks to Jason Falls for helping me get a digital copy of the above ad.






The brand is taking what Method did for Home Care (and now Personal Care) and applying the concept to Health Care. The company is bringing simple, yet elegant packaging/design to health care products, while using a singular benefit such as “help, I have a headache.” I love this concept and their tag line of ”Everyone needs a little help from time to time.” The company goes on to explain their concept further on their About Us page with the following:

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