No matter where you live, there is something about rodeo and the cowboy lifestyle that appeals to everyone,” said Dylan Beyer, Proximo’s Pendleton Whisky Senior Brand Manager. “Rodeo has always been the heart of Pendleton Whisky.
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The Oregon-based brand is making an aggressive move to expand nationally beyond its current footprint in the Pacific Northwest, staking its claim as the “whisky of the Great American West.” Since launching in 2003, Pendleton has experienced tremendous success, with more than 300% growth in annual cases sold since 2008.įilmed in Pendleton, Oregon, the TV commercial features a working ranch and the Pendleton Round-Up arena – home of the 100+ year-old rodeo regarded as an enduring cultural treasure – as well as members of the local Pendleton community, along with professional cowboys, and livestock including bucking horses and rank bulls. The new TV spot, from preeminent commercial director Jake Scott, documents the cowboy spirit and shows an honorable and hardworking bull rider learning to conquer his 8-second ride. The multi-million-dollar integrated campaign is comprised of TV advertising, social and digital media, a title sponsorship with Professional Bull Riders (PBR) and an all-new bottle design. HOOD RIVER, OREGON (April 8, 2019) – Pendleton® Whisky steps into the national spotlight through the launch of a major marketing campaign to invite people into the world of rodeo and the brand’s namesake home – the revered Pendleton Round-Up.
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