BLACKENED began as a collaborative effort between Metallica and Master Distiller & Blender Dave Pickerell. Sadly, Dave passed away in late 2018, shortly after the launch of BLACKENED. In 2019, Master Distiller Rob Dietrich joined the team as Master Distiller & Blender, and guardian of Dave’s legacy blend.
Since 2021, we have been the brand’s media AOR developing their annual media strategy, marketing programs, and supporting with creative on an as-needed basis.
We have run strategic campaigns across TV, Streaming, Audio (Radio/Podcasts/Streaming), Out of Home, Social, Influencers, Digital, Email Blasts, and print.
Across all aspects, we secured added value in the form of additional spots, billboards and linescore placements, social media placements, and endorsements and live reads on audio placements.
media program re-mastered
OPPORTUNISTIC MEDIA PLACEMENTS
Throughout the year, we identify opportunities for the brand in contextual situations that will increase awareness and perception. Among those included Metallica’s residency on the Jimmy Kimmel Live show in 2023, the Grammy Awards, and the 72 Seasons Tour.
SOCIAL MEDIA INFLUENCER PROGRAM
Our team worked closely with BLACKENED Whiskey’s marketing team to identify the perfect influencers for the #SoundsLIkeTheHolidays influencer campaign. We wanted to make sure that we weren’t just going after the typical whiskey/spirits talent that have promoted a dozen whiskeys/bourbons in the past. Instead, we fully embraced the tongue-in-cheek humor of the campaign, and invited comedians, masters of their crafts, and artists to join us on this adventure.
We supported the influencer campaign with a targeted paid social media campaign that launched prior to Thanksgiving, and ran through Christmas.
Finally, to speak to our core audience of M34-54, we partnered with sports talk radio stations, like New York’s WFAN, to run a program during the holidays.