Ads I Love: Knob Creek Says "Thanks for Nothing"

I had to smile last Sunday as I was reading the New York Times when I came across a full-page, full-color ad announcing that Knob Creek was out of bourbon until November.  The "Thanks for nothing." ad tells loyal fans of this premium Kentucky bourbon that demand has outstripped supply.  Because Knob Creek bourbon batches need to age for a full nine years, customers may experience a shortage when you head to the liquor store.  So, thanks for understanding.

"Thanks for nothing." Direct Mail

Accompanying the ad was a direct mail piece to press who write about drinks & spirits along with top Knob Creek loyalists who write about the brand.  They received a "mysterious shipping box" that contained an empty Knob Creek bottle and a note that read:

"For the next few months Knob Creek Bourbon is in a unique situation -- our product is so popular that we cannot keep up with customer demand. As a result, our supply will be running low over the next few months, And, in some cases, we may experience temporary stock depletion. But, instead of compromising quality to meet demand, we have chosen to let the supply run low. In deference to Booker Noe and his vision for Knob Creek, we will age all our bourbon the full 9 years. The next batch will be ready in November of this year...Again, with all the success we've had, we've still come up empty. Thanks for helping make it happen."

Turning Problem Into Opportunity

I love this campaign because it takes advantage of what most would consider a bad situation.  Nothing like letting people know in a very creative way that a) they need to stock up, and b) they might want to pre-order so they make sure to get their Knob Creek bourbon as soon as it's fully aged.  By advertising in major publications like the New York Times and sending out packages to their top brand ambassadors, they've got loyalists helping to spread the message through blogs (and there are plenty on this campaign if you do a search on Google) and in print.  Bravo!