When Heaven Hill Distilleries foresaw the growing trend toward flavored spirits, they put their best minds together to determine the product categories, flavorings and formulations. Once those decisions had been made, and the development began, Keller Crescent Advertising was assigned to design the bottles and labeling.
Two new products were to be introduced, Evan Williams Honey Reserve and Christian Brothers Honey. Both brands — Evan Williams (a Bourbon) and Christian Brothers (a Brandy) — have strong shelf presence and a loyal following. Given that, we thought it best to maintain conformity with their current bottles.
So you think branding is old hat, yesterday’s newspaper, and not worth worrying about? You would be so incredibly wrong. In this day of instant messaging, instant need gratification and instant turn-offs, your product had better communicate an instant image, or consumers will bypass it.
Remember the College 101 classes on persuasion, propaganda, and politics? It seems no matter what labels the professors place on advertising, the influence of strategic thinking, awesome creative execution and smart, selective placement still grabs the attention of our publics. Take for example a recent 
We now know that the hottest trend in cocktails are those made with pomegranate. Keller Crescent Advertising and its great client Heaven Hill predicted this trend over two years ago. Not only did we predict it, we did something about it that set the cash registers ringing for our client. It’s a classic example of why clients should partner with a full-service advertising agency like Keller Crescent. When we partner with a client, we make it our business to know their brand inside and out. We sat down with them to brainstorm new ideas. We knew the trends in beverages. We knew the colors that were hot and getting hotter. Together, we came up with the idea of a pomegranate liqueur. Keller Crescent named the beverage, designed the logo and packaging, came up with a color palette to work with (silver and red) and created the trade ads introducing the product, dimensional direct mail to get the product in the right on-premise restaurants, point-of-sale, point-of-purchase, consumer ads and collateral. 
One of the fundamentals of successful advertising is the necessity of having a compelling, single selling message. It’s essential. It’s a requirement. Non-negotiable. You simply won’t be successful or nearly as successful as you could be, if you don’t. It’s been proven time and again.
