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Rebel Yell

Integrated marketing strategy to establish a brand in the UK

Creating a Band of Rebels (and new reasons to drink bourbon) among the elusive urban millennial male audience with an integrated marketing strategy to help American whisky brand Rebel Yell establish themselves in the UK.


Motorcycles, ripped jeans and baseball caps do not carry the same cool, rebellious credentials in the UK as they do in the US. We needed to tap into UK subculture to build the brand on this side of the Atlantic.


The Band of Rebels platform. Aligning with independent brands and artists and reaching out to trade and consumer audiences with a thirst for discovery and offering them something new.


We devised an integrated trade, events, partnerships and digital strategy aligning the brand with UK tribes. This was designed to drive awareness and trial amongst the elusive ‘urban millennial male’ audience.


We achieved a 4.7% engagement rate and a 9.3% brand recall rate. And Rebel Yell liked the strategy so much they adopted it in the US.