#Itsgoingtogetugly
Before virtual ugly sweaters were pandemic-trendy, we threw the OG virtual party—a digital holiday bash that brought everyone together to design hideous sweaters, mix holiday cocktails, and join the fun in real time via #ItsGoingToGetUgly on Twitter.
Partnering with a celebrity stylist and top mixologist, we equipped influencers with Maker’s Mark kits and hosted a live Q&A stream where guests tweeted questions for instant responses.
In the weeks leading up to the holiday season, we also took over Pinterest’s DIY Ugly Sweater page with #ItsGoingToGetUgly content, filled with Maker’s-inspired tips and tricks to help people throw their own ugly parties.
The best of the ugliest content
EVEN THE FAMILY FELINES GOT IN ON THE ACTION…
It got ugly IRL too
We also brought the #ItsGoingToGetUgly campaign offline by shipping activation kits to bars nationwide, packed with adult-sized Maker’s Mark sweaters and fun photo props to empower them to host their own in-person celebrations, while leveraging larger-than-life POS displays to get everyone in the ugly spirit at liquor stores.
Take A Scroll
