The Pyro Gallery in downtown Lousiville is marking the success of one of Kentucky’s top exports with an exhibition of billboard advertising by bourbon maker Maker’s Mark.
The bourbon brand has been using short, pithy ad lines on their billboards for the last 30 years and recently, in conjunction with their ad agency Doe-Anderson Inc., picked up the OBIE Hall of Fame Award from the Outdoor Advertising Association of America.
According to a report in the Lousiville Business Journal, Maker’s Mark founder Bill Samuels was very reticent to spend money on advertising and it was only when his son, Bill Samuels Jr, became marketing director at the company that a limited ad budget was allocated â€“ and used to good effect.
The taglines on the billboards were often given a local spin and included a particularly cutting example in New York during the height of the finanical crisis which read: “Disappears faster than a big five accounting firm.”
The “Wax Eloquent” exhibition runs 24-27 May at the Pyro Gallery, 624 W. Main St., Lousiville.