Bourbon brand Jim Beam has signed Mila Kunis as its new brand ambassador, with the Black Swan star to front a global campaign led by The Works.
The 'Make History' campaign, created by FutureWorks, a partnership between New York's StrawberryFrog, Hamburg's Jung von Matt and Sydney's The Works, will kick off in March. It will be the first ever global marketing campaign for the brand.
"As a fan of bourbon and a huge proponent of making history, I am thrilled to be the newest member of the Jim Beam family," Kunis said. The actress features in an online video with Jim Beam distiller Fred Noe announcing the partnership.
Kevin George, senior vice president and chief marketing officer at Beam Inc., said: "This partnership signifies a truly new era for the brand – an era in which we push boundaries even further, attracting new fans across the globe and continuing the great growth we've enjoyed on the brand.
"Mila’s love of bourbon, her appreciation for the authenticity of our brand, her warm personality and her global relevance to our Make History campaign make her the perfect partner. Anyone would want to share a Jim Beam with Mila. We love that about her, and couldn’t be happier to have her join the Jim Beam family."
Beam Group recently named Canadian Club brand director Trent Chapman as its top Australian marketer as part of a restructure following the company's acquisition by Japanese drinks giant Suntory, in a deal worth US$16 billion. The acquisition is expected to be complete by Q2 2014.
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