The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Audrey Kemp, LA Reporter

August 2, 2023 | 3 min read

In a retro-futuristic ad titled ‘Carefully Crafted,’ the artist and entrepreneur walks viewers through the scrupulous steps of Mercer + Prince’s production process.

Today, startup whisky brand Mercer + Prince has debuted its first-ever ad campaign, ‘Carefully Crafted,’ fronted by its founder: three-time BET Award-winner, A$AP Rocky.

Mercer + Prince’s commercial debut feels reminiscent of the retro-futurism in the first Austin Powers film, from the 1960s lounge music in its soundtrack to the sleek modernist design of its set. Rocky walks through the halls of a remote location, where workers in white lab coats meticulously inspect every step on the assembly line. The spot closes as Rocky tests the final product, indulging in its unique formula and bottle design.

The campaign was ideated and developed in-house by Global Brand Equities; its media buy encompasses out-of-home, digital and social. It also comes on the heels of a Beats by Dre commercial that Rocky acted in and directed.

Rocky co-founded Mercer + Prince with spirits company Global Brand Equities and winery E. & J. Gallo in March of 2022. The bottle’s distinct design, which features cups on either end for easy sharing, is based on Rocky’ own napkin sketch. The whisky is a Canadian Whisky influenced by rare Japanese Mizunara Oak. This creates a taste that is, according to the brand, approachable and easy to drink, especially for those who are new to the category.

“I have been learning about whisky from all over the world for the past decade and wanted to defy the rules to create something unique, while honoring and respecting industry traditions,” Rocky said at the time of the brand’s launch. “The bottle I designed is made to connect with the contemporary consumer. Mercer + Prince is smooth in taste, disruptive in packaging and close to my heart in name.”

Following the launch of Mercer + Prince, Rocky has hosted several branded parties and events in various cities; celebrities like his partner Rihanna, DJ Khaled, A$AP Ferg, YG, Tyga and others have been spotted drinking the whisky as well.

The brand’s first campaign arrives as Mercer + Prince recently expanded to new markets, specifically Boston, Massachusetts and Jackson, Mississippi. This brings the total number of states that sells the whisky to 11; it can also be bought in Atlanta, Chicago, Los Angeles, New Jersey, New York, Detroit, Washington DC, Connecticut and Maryland.

For more, sign up for The Drum’s daily newsletters here.

Creative Creative Works Brand Strategy

More from Creative

View all