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Tag: Bourbon

  • Bourbon celebrates friendship in new TV commercial

    Bourbon celebrates friendship in new TV commercial

    MUMBAI: Britannia has launched a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

    As a brand that has been around for years, Britannia Bourbon recognised the need for a revamp. The brand redefined itself in the context of this friendship and connected it to people whose lives revolve around their friends. The company has designed a campaign that is built on the fulfilling moments shared between best friends.

    Video Link: https://wetransfer.com/downloads/65070e8c73fd80a51f4eb1401531460820171117073706/a7fd45

    Britannia vice president of marketing Ali Harris Shere says, “Through this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages, including adults for whom moments spent with their best friends is a pivot on which their life revolves (around). We want to find a place in each friends’ group and this campaign is our first salvo in that direction.”

    McCann executive vice president and head South Dileep Ashoka adds, “Competition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for brand Bourbon by redefining the functional and emotional role of the brand in consumers’ life. This led to the campaign being based on a brand space of Bourbon Friends Forever, wherein Bourbon fuels real friendship moments.”

    McCann Bangalore executive creative director Puneet Kapoor adds, “There are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It’s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.”

  • Jim Beam Partners with Mila Kunis for Global Marketing Campaign

    Jim Beam Partners with Mila Kunis for Global Marketing Campaign

    MUMBAI: Jim Beam, the world’s #1 Bourbon, and award-nominated actress Mila Kunis are teaming up to “make history” in 2014 and beyond. Kunis joins the Jim Beam family as a global partner and spokesperson, and will play a leading role in Jim Beam’s new Make History™ multi-media brand campaign that will reach more than 100 markets worldwide. Make History™ is the first-ever global marketing campaign for the iconic American brand, which traces its history to 1795. The television campaign featuring Kunis will premiere in the next few months in the brand’s largest markets, including the U.S., Australia and Germany.   
     

    “Jim Beam has been making history by producing the world’s finest bourbon through seven generations of family distillers, and this partnership truly signifies a 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,” said Kevin George, senior vice president and chief marketing officer at Beam Inc. [NYSE:BEAM]. “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 makes 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.”

     

    The Make History™ campaign will premiere three new television commercials featuring Kunis in the U.S. in mid-February and will roll out in markets worldwide over the next few months. Kunis will also be featured in retail materials and content on Jim Beam’s website, www.jimbeam.com, Facebook (www.facebook.com/JimBeamUS) and Twitter (http://twitter.com/jimbeamofficial).

     

    “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,” said Kunis, who has spent time in Clermont, Ky., with Jim Beam’s seventh generation Master Distiller, Fred Noe, immersing herself in the heritage, traditions and craftsmanship of “America’s Native Spirit.”

     

    Jim Beam’s TV advertising campaign was created by FutureWorks, a partnership between three independent agencies who lead Jim Beam creative efforts in key markets: StrawberryFrog (New York), The Works (Sydney) and Jung von Matt (Hamburg). In the U.S., the ads will appear across multiple media properties, including Turner Sports/BleacherReport, NBA telecasts, FXX, Spike, History Channel, AMC, Food Network and ESPN networks, as well as in media properties across the globe.
     

    The U.S. campaign will feature Jim Beam’s full portfolio of brands, including Jim Beam® White, Jim Beam Black®, Devil’s Cut®, Jim Beam® Honey, Jim Beam® Maple, Jacob’s Ghost® Aged White Whiskey, Jim Beam® Signature Craft and Red Stag by Jim Beam®. To view a video of Kunis’ visit to the Jim Beam Distillery, visit: http://youtu.be/MC_35SsHANM. And for more information on the world’s #1 bourbon, please visit www.jimbeam.com, www.facebook.com/JimBeamUS or http://twitter.com/jimbeamofficial.

  • Bourbon uses coffee to the biscuit advantage in campaign for Cappuccino

    MUMBAI: Bourbon, a chocolate biscuit brand, has unveiled TVC campaign for its new offering- Cappucino.

    The television campaign, conceptualised by McCann Erickson, will be supported by other mediums like social media, outdoor and on-ground activation.

    The new variant is designed to delight the youth inspired by one of their favourite pastimes of today’s– Coffee. Called Bourbon Cappuccino for the first time ever, Bourbon is now also square-shaped and has bitter-sweet coffee cream on the inside.

    McCann Erickson regional creative director Anil Thomas said, “Coffee is a loaded symbol/ritual with the youth especially when it comes to the opposite sex. It is this symbolism that we have tried to charmingly capture through the situation of the ‘date night’ coming to an end. True to the Bourbon way of effortlessly but cheekily masterminding desired outcomes, the girl cleverly handles the situation by playing along with the boy and using the double entendre of coffee to her advantage.”

    Bourbon has used research extensively for the launch of Bourbon Cappuccino. It has also carried out product testing, concept and communication testing to finalise the launch mix.

    “In a blind product test, Bourbon Cappuccino significantly beat all direct and indirect offerings in the market place. In terms of product concept fulfillment, Bourbon Cappuccino gave us high fitment and satisfaction scores. With regards to communication, consumers found it highly enjoyable and in keeping with the brand values and core proposition of ‘andar se kuch..bahar se kuch,‘” Thomas added.

    Directed by Prashant Issar, the ad film has been produced by Tubelight Films.

    The ad film shows a guy who has come to drop a girl at her home in the night. She gets down from the bike and says bye as she walks towards her house but the guy expects something more than just a ‘bye’. She looks at the expectant guy and says softly with a touch of seduction in her voice: “Want to come in for some coffee?”.

    The boy feels excited and enters the girl’s house. While he is waiting for the ‘moment’ he hears a sound, looks up in anticipation to see an old lady walking with the tray. She is the girl’s grandmother and offers the guy Bourbon Cappucino as she says “Hello! Mein Nikki ki nani hoon. Yeh lo coffee. Cappuccino lo na”. The guy looks stumped as he takes a bite and Nani asks, “Achcha hai na.”

    The video then announces how the Bourbon is made and pulls out to see the coffee cup formation of biscuits and Bourbon cappuccino. The last scene shows Nikki and Nani saying bye to the sheepish looking guy. The girl has a wicked smile as Nani tells him, “Aate rehna beta” and Nikki completes the sentence with “Bourbon Cappucino ke liye!”