The ubiquitous red wax on the top of every bottle of Maker's Mark bourbon has become a ready identifier for one of Kentucky's most loved brands. Using it as our entryway into the hearts and minds of consumers, often modifying it for the desired effect, we created national executions as well as geo-specific "insider" messages in areas such as New York City, San Francisco, Los Angeles and even Italy—to celebrate the country's winning of the 2006 FIFA World Cup, their fourth—making Maker's the "hometown" favorite of those locales. The long-running red wax campaign sustained double-digit market growth, year after year, in the otherwise declining world of dark distilled beverages.