Whiskey brand Bulleit has unveiled a new creative campaign that champions action over idle talk.
The Doing Over Dreaming campaign celebrates the moments “when ideas get sparked over a drink, scribbled on a napkin, and turned into something real.”
The brand is also partnering with Hot Ones host Sean Evans for an exclusive content series named One More Round.
Bulleit’s ‘Doing Over Dreaming’ Philosophy Takes Center Stage
The Doing Over Dreaming campaign, developed with advertising agency Anomaly, launched in June 2025 across multiple platforms including television, cinema, and outdoor advertising in major U.S. cities. The initiative features bold visuals with the Bulleit bottle prominently displayed against the brand’s signature orange backdrop, accompanied by phrases like “No Rest for the Restless” and “Smooth and Full of Grit.”
“Bulleit has always been a whiskey rooted in action. This campaign is a reflection of that spirit, where big ideas meet bold momentum,” said Johannah Rogers-Omishore, Brand Director at Diageo for Bulleit Frontier Whiskey. “Doing Over Dreaming isn’t a tagline because actions speak louder than words. It’s an ethos that drives us and a tribute to the spark that happens when creativity and dedication collide. We’re proud to launch this new campaign and celebrate the doers, the makers, and the ones who don’t just talk the talk but walk the walk. That same restless creation fuels Bulleit to boldly explore the frontiers of whiskey.”
The advertising push spans Los Angeles, New York, San Francisco, Chicago, Tampa, and Atlanta, utilizing bus wraps, train exteriors, painted walls, and digital billboards. Four 15-second video spots showcase both Bulleit Bourbon and Bulleit Rye products.
Hot Ones Partnership Brings ‘Doing Over Dreaming’ to Digital Media
Bulleit has partnered with First We Feast and Hot Ones host Sean Evans to create One More Round, a three-episode content series scheduled for release in Fall 2025. The collaboration will feature interviews with influential cultural figures discussing how they transform ambition into reality.
The partnership extends Bulleit’s campaign beyond traditional advertising into digital content creation. Episodes will be distributed across First We Feast’s website and social media channels, marking a strategic move into entertainment-focused marketing.
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Bulleit’s history reflects its action-oriented approach. The brand disrupted the whiskey industry in 1987 with its high-rye bourbon recipe, later developing Bulleit Rye with a 95% rye content in response to bartender requests. This latest campaign reinforces the company’s positioning as an innovator willing to challenge conventional whiskey-making approaches.
Bulleit products are available through various retailers including TheBar.com, ReserveBar, UberEats, and Doordash, with the company encouraging responsible consumption alongside its bold messaging.
