Jefferson’s Bourbon, part of Pernod Ricard, is rewriting the rules of whiskey marketing with “Tradition in the Breaking,” a daring new brand platform created in collaboration with Droga5 New York, part of Accenture Song. The fully integrated campaign aims to reintroduce Jefferson’s as one of the leading super-premium bourbon brands in the United States.
The partnership marks Jefferson’s first collaboration with Droga5, which began earlier this year. At the center of the launch is the hero film “One Thing Led to Another”, directed by Jeff Low from Biscuit and starring Taylor Kitsch, known for his performances in Friday Night Lights, True Detective, and Waco.
The film cleverly contrasts bourbon-making tradition with Jefferson’s innovative spirit — from barrels that travel the seas to blends influenced by shifting climates. The spot concludes with the brand’s new tagline: “Tradition in the Breaking.”
Taylor Kitsch described his involvement as both fun and authentic:
“Jefferson’s doesn’t take itself too seriously, and that individuality really drew me in. The experience on set was creative and full of energy. As a fan of the bourbon myself, I love that Jefferson’s goes against the grain and embraces adventure — it felt like the perfect fit.”
The campaign goes beyond product storytelling, instead building a masterbrand identity that celebrates curiosity, experimentation, and a touch of humor in a category often defined by tradition and solemnity.
From film and social media to digital activations, Droga5 has reimagined Jefferson’s as the bourbon that honors history by rewriting it. “Breaking free from tradition is core to Jefferson’s DNA,” said Mark Green, global CEO of Droga5. “The brand has always pushed the bourbon category forward through innovation and adventure. We’re honored to help tell that story and redefine what a modern bourbon can stand for.”
Director Jeff Low shared his excitement about subverting industry clichés:
“I was thrilled to poke fun at how overly serious liquor ads can be. Casting Taylor — who’s known for his dramatic roles — in some delightfully absurd scenarios was the perfect way to capture that balance of boldness and humor.”
For Jefferson’s, this campaign represents more than just a rebrand — it’s a manifesto. From aging barrels on open seas to experimenting with unconventional climates, the brand has long embodied a restless pursuit of excellence. “Tradition in the Breaking” distills that ethos into a visual and cultural identity that positions Jefferson’s as a bourbon built on heritage, but driven by innovation.
Laura Arayata, global director of creative strategy and digital transformation at Pernod Ricard, summed it up:
“Jefferson’s is at an exciting inflection point. We’ve always pushed the limits of what bourbon can be, and this campaign gives us the opportunity to reintroduce not just Ocean, but our entire portfolio. It’s a bold statement that reaffirms Jefferson’s as one of the most innovative voices in American whiskey.”
By reimagining tradition as a launchpad for creativity, Jefferson’s and Droga5 are setting a new benchmark for modern bourbon storytelling — one that invites drinkers to savor the journey as much as the spirit itself.
