I agree, one of the strengths of Knob Creek’s campaign is that it feels genuine–the clever positioning of an unfortunate event. It certainly doesn’t seem like they ran out of bourbon on purpose.

But who knows? Many companies have succeeded by creating artificial scarcity–Tupperware, Longaberger baskets and Ty Beanie Babies to name a few.

It can be difficult to tell true scarcity form artificial. I wouldn’t do it–the risk of it blowing up in your face is too high–but some do.

Knob Creek’s campaign sure smells like the real deal and, as any good marketer knows, compelling & real is always better than fake & contrived.

Thanks for the comment!

In Knob Creek’s case, at least the inability to keep up with demand was supported by a strong and compelling reason/story. It came across as genuine… and that’s the entire difference.