Skrew the Usual

Agency: The Martin Agency


Skrewball Whiskey, the leading peanut butter whiskey, is proud to unveil its new campaign and rallying cry, "Skrew the Usual," the brand's most ambitious launch to date. As the world's first super-premium peanut butter flavored American whiskey, Skrewball wants people to break away from the 'same old, same old' and revel in the surprisingly delicious flavors of life – enter "Skrew the Usual."

The campaign marks a significant milestone for Skrewball and the biggest launch since its acquisition by Pernod Ricard in 2023. It is accompanied by the release of a 30-second creative spot, called the "House of High Spirits," in addition to 15-second and 6-second short films. At the heart of the campaign is a new fictional spokesperson aptly named Skrew, who is the charismatic (and dashing, if we do say so ourselves) personification of Skrewball's charmingly mischievous spirit. In the spot, Skrew upends (read: improves) the conventions of the whiskey category by beckoning viewers to indulge their curiosity and experience the unusually delicious peanut buttery taste of Skrewball Whiskey.

As a relatively young brand that launched in 2018, Skrewball has grown to become the number one peanut butter whiskey in the United States with 83% of market share, the number two premium brand in the flavored whiskey category ($25+) for value and volume, and the number five brand overall¹ – now that's some nutty growth.

The campaign, created by The Martin Agency, kicks off via online video, social and search on Thursday, May 9, followed by disruptive out of home advertisements in key markets such as Chicago, Los Angeles and New York City come June.

This professional campaign titled 'Skrew the Usual' was published in United States in May, 2024. It was created for the brand: Skrewball, by ad agency: The Martin Agency. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 6 media assets. It was submitted 16 days ago.


Client: Skrewball
Campaign: House of High Spirits

Head of American Whiskey Collective & Agaves: Craig Johnson
Brand Director, Skrewball: Kuppy Sampale
Senior Brand Manager, Skrewball: Gary Feeney
Founder, Skrewball: Brittany Yeng
Founder, Skrewball: Steve Yeng
AWC Creative Director: Cris Bowles
AWC Creative & Digital Leader: Laura Arayata

Chief Executive Officer: Danny Robinson
Chief Creative Officer: Jerry Hoak
SVP, Creative Director: Sean Riley
Associate Creative Director: Dave Ashton
Senior Copywriter: Roger Hailes
Senior Art Director: Riley Shine
Design Director: Robyn Makinson
Designer: Molly Dauphin
Senior Studio Artist: Mark Caasi
Studio Artist: Brendan Ginsburg
SVP, Managing Director, Head of Integrated Production: Brett Alexander
VP Executive Content Producer: Ann Parker
Senior Content Producer: Mel Calabro
Associate Director, Business Affairs: Gloria Gutierrez-Anderson
Associate Director, Financial Affairs: Elizabeth Moore
SVP, Executive Partner, Head of Account Leadership: Walker Teele
SVP, Group Account Director: Liz Toms
Account Supervisor: Jacob Lowden
Group Resource Manager: Karen Gates
Senior Project Manager: Maclaine Ellis
EVP, Chief Brand Officer: Elizabeth Paul
SVP, Head of Strategy: John Gibson
Group Planning Director: Mike Obermeyer
Strategic Planner: Lexi Magenheim
Senior Communications Strategist: Michael Bonavita
VP, Head of Public Relations: Lauren Brennan
Director, Brand Communications: Katherine Sheehan
Brand Communications Manager: Sofie Diskin
Associate Director, Cultural Impact Lab Brand: Holly Hansen
Digital Producer: Chase Maszle

Production Company: Park Pictures
Directors: Terri Timely
Executive Producer: Jackie Kelman Bisbee
Executive Producer/ Managing Director: Justin Pollock
Senior Producer: Christopher Grove
Sr HoP / Business Affairs: Anne Bobroff
Head of Production: Chelsea Schwiering
Producer: David Lambert

Production Service - Mexico City: Story
Founder / CCO: Ana Laura Solís
Partner / COO: Joe Solís
Managing Director / ESG: Aura Solís
Senior Producer: Carlos Estrada

Editorial Company: The Den
Editor: Katie Cali
Managing Director: Laura Macauley
Executive Producer: Jennifer Johnson
Editorial Assistant: Jesse Richard

Visual Effects: Platige LA
Managing Director: Chris Harlowe
2nd Lead: Justin Keil
VFX Producer: Sonia Marcinkowska

Color: Company 3
Colorist: Bryan Smaller
Executive Producer: Mario Castro

Music + Audio Post: Overcoast Music & Sound
Engineer/Mixer: Matt Whitworth
Music Supervision: JL Hodges


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