The project
Maker's Mark took the red wax dip that seals every one of its bottles and applied it to a drinking glass instead. Same ritual, same texture, a completely different object.
How it scored
Product: 7.7
A glass is a simple format, but the wax dip is genuinely hand-applied and gives it real texture and weight. Solid, if not groundbreaking on its own.
Branding: 8.4
This is the whole point of the piece: the red wax is Maker's Mark's most recognizable asset, and putting it on a glass instead of a bottle is an obvious, perfect fit.
Activation: 7.3
A nice piece, but there's not much visible about how it's actually distributed or who gets one, which keeps the activation from scoring higher.
The verdict
The perfect use of a recognizable brand asset. Simple idea, obvious fit, and it's clear why it works.