Droga5 Helps Jefferson’s Bourbon “Break Tradition” With New Brand Platform and Campaign Starring Taylor Kitsch

OCTOBER 14, 2025 — Jefferson’s Bourbon, part of Pernod Ricard, and creative agency partner Droga5 New York, part of Accenture Song, are reintroducing the bourbon brand with “Tradition in the Breaking,” a bold new brand platform and fully integrated campaign designed to establish Jefferson’s as one of the leading super-premium bourbons in the U.S.

This marks the first collaboration between Jefferson’s and Droga5, which began working together in January 2025. 

At the heart of the campaign is a hero film, “One Thing Led To Another,” starring actor Taylor Kitsch, best known for his breakout role in Friday Night Lights and more recent acclaimed performances in The Terminal List: Dark Wolf, American Primeval, Painkiller, True Detective, and Waco. The film juxtaposes traditional bourbon-making conventions with Jefferson’s unconventional approach: barrels that travel, climates that shape flavor, and blends that challenge norms. The film ends with the reveal of Jefferson's new tagline: “Tradition in the Breaking.”

Kitsch commented: “Jefferson’s doesn’t take itself too seriously, and that individuality really drew me in. The experience on set was fun and creative, and I think that spirit comes through in the spots. Aside from being an actual fan of the bourbon, what I love about Jefferson’s is that they go against the grain and have a sense of adventure that made this feel like the perfect fit." 

Created by Droga5, the work spans film, social, and digital, and marks Jefferson’s first fully integrated Masterbrand campaign. By highlighting the brand’s pioneering spirit with a humorous edge, the campaign breaks through a category often defined by heritage and seriousness.

Jefferson’s tapped Droga5 to help the brand move beyond its reliance on product-focused storytelling, such as its well-known Ocean expression, and create a masterbrand platform designed to  endure for years to come. From strategy to execution, Droga5 led the full effort to revamp Jefferson’s brand positioning, develop a new visual identity, and create a campaign that reframes Jefferson’s pioneering spirit for a modern audience. 

Mark Green, Global Chief Executive Officer of Droga5, commented: “Breaking free from tradition is core to Jefferson’s DNA. The brand has always pushed the bourbon category forward with its sense of adventure, experimentation, and pursuit of perfection. We’re honored to help tell that story in a big way and set the stage for the future. And it doesn’t hurt that Taylor once again went all in on his craft, bringing a cheeky new side of himself to the role of spokesperson.”

Jeff Low, Director at Biscuit, added: “I was excited about the opportunity to poke some fun at the seriousness of most liquor ads, and to put an actor like Taylor, known for playing more dramatic, quiet roles, in really ridiculous situations.”

Born of bourbon tradition but driven by experimentation, Jefferson’s has long pushed the limits of what the category allows, from mastering the art of blending to finishing aging barrels on open seas and in unconventional climates and locations. “Tradition in the Breaking” codifies that ethos into a masterbrand platform, positioning Jefferson’s as the bourbon that honors history by rewriting it. 

Laura Arayata, Global Director, Creative Strategy & Digital Transformation at Pernod Ricard, added: “Jefferson’s is at an exciting inflection point. We’ve always pushed the boundaries of what bourbon can be, and with this campaign, we’re seizing the chance to reintroduce not just Ocean, but the full breadth of our portfolio. It’s a bold statement that re-establishes Jefferson’s as one of the most innovative and distinctive voices in American whiskey today.”

The campaign is designed to drive awareness and consideration among curious, quality-focused consumers who want more from their spirits. By reframing bourbon tradition as a launchpad for innovation, “Tradition in the Breaking” positions Jefferson’s to expand its footprint in the U.S. and accelerate toward its ambition of leading the super-premium brand category. This is the first step in an ongoing creative partnership between Droga5 and Jefferson’s to redefine the brand’s voice and cultural presence.