Jim Beam has launched its first ever brand campaign for its flagship Bourbon. It better be good because it's set to run for several years and roll out in more than 100 markets.
It has been created by Future Works -
the group of the brands three agencies - The Works Sydney, Strawberry
Frog (New York and Jung von Matt (Hamburg).
The group was
awarded the campaign after a global pitch earlier this year. It will
launch first in the US and Australia with other key markets to
follow, including Germany, Mexico, Canada, Brazil and New Zealand.
Matt Shattock, president and chief executive of Beam Inc said: “As the world's number one Bourbon whiskey, Jim Beam has been making history since 1795. We're excited to announce today the launch of Make History, the first truly global advertising campaign for Jim Beam. This multi-year campaign reflects sharp global consumer insights, substantial investment in the continued growth of our flagship brand, and our sustained commitment to the attractive and fast-growing Bourbon category around the world. Make History is a big brand idea that resonates with consumers across global markets."
Sydney agency The Works gained traction earlier this year after it turned Bondi's iconic Iceberg swimming pool into an oversized esky cooler with giant cans of Jim Beam. Damain Pincus, creative partner at The Works said: “This is the culmination of ten years working on the Jim Beam brand. After cracking ‘The Bourbon’ positioning which was used around the world, this is a fantastic opportunity to work without other agency partners on yet another global idea. Make History will cement Jim Beam as a major global play in the market and it is a positioning that is authentic to the heritage of the brand.”
The campaign will span TV, digital, social, print and out-of-home. Activation and promotional activity will also feature. It will encompass the full line of bourbon products including Jim Beam White, Jim Beam Black, Devil's Cut, Jim Beam Honey and Red Stag.
