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Jim Beam in first global marketing campaign

Jim Beam Bourbon has launched its first multi-media global marketing campaign, called Make History, featuring the brand’s newest global partner, award-nominated actress Mila Kunis. The campaign courages consumers to leave their own mark on history just as Jim Beam has for over 200 years – from humble beginnings in1795 to becoming a spirits industry pioneer and global category leader.

This month Maxxium Travel Retail is partnering with key customers including Gebr Heinemann, Eurotrade, Runway and Dufry to bring the campaign to life in travel retail across 14 European airports reaching an estimated 2 million travellers.

The travel retail campaign is being anchored with theatrical in-store installations complete with Jim Beam-branded flooring, half-cut barrels housing Jim Beam bottles, eye-catching digital elements educating shoppers on the brand’s history and impactful wall displays showcasing the entire portfolio. Consumers have the opportunity to sample the range and receive an exclusive Make History T-shirt or Jim Beam tumbler with the purchase of any Jim Beam variant.

The initiative focuses on all Jim Beam products, including premium variants such as Jim Beam Black and Devil’s Cut Bourbon and flavoured products such as Red Stag by Jim Beam and Jim Beam Honey.

Within luxury lounges, brand innovation is highlighted with Make History themed stands and glass-case topped pillars featuring campaign taglines: ‘Looks Like Cherry Took a Walk on the Wild Side’ for Red Stag by Jim Beam, ‘It’s Worth Every Sting’ for Jim Beam Honey, ‘Our Barrels Go Through Hell’ for Jim Beam Devil’s Cut, ‘All Dressed Up and Ready to Party’ for Jim Beam Black and for Jim Beam White Label, ‘We’ve Made Our History, Now You Make Yours!’

Secondary Make History placements feature large tiered displays inspired by the iconic Jim Beam Stillhouse.

22 April 2014 - Felicity Murray The Drinks Report, editor