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Tag: Jim Beam

  • Jim Beam picks Leo Burnett as global agency of record

    Jim Beam picks Leo Burnett as global agency of record

    Mumbai: Leo Burnett has once again won the Jim Beam global creative account. The account was won following a multi-agency pitch. The agency is tasked with developing a new global positioning and creative platform for the historic bourbon.

    This is the second time Leo Burnett has been named AOR (agency-of-record) for Jim Beam. The Publicis agency previously received the designation in 2016, before the brand started working with DDB in 2018, according to AgencySpy.

    Speaking of this association, Leo Burnett Chicago president & chief Britt Nolan said, “Crafting the next chapter of an iconic brand like Jim Beam is a responsibility we don’t take lightly. We’ve been proud to deliver strong results for Beam Suntory’s small batch portfolio and couldn’t be more excited about this next stage of our partnership.”

  • 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.

  • American Bourbons use innovation to drive growth

    American Bourbons use innovation to drive growth

    NEW DELHI: Flavoured whiskeys are internationally the fastest growing segment in the bourbon industry and the trend is soon catching up in India.  

    The growing affluence, international travel and increased brand awareness amongst Indian consumers and the increasing base of the legal drinking age (LDA) population in India, the industry is seeing regular shifts in consumer preferences. The curiosity and aspirational value of a scotch whisky is still relevant to younger consumers.

    According to Nielson research, in 2012 flavoured whiskey accounted for nearly 75 per cent of growth among all whiskeys and 42 per cent of growth in bourbon.

    In a major departure from its decades old marketing principles of remaining strictly tradition-bound and consistent in taste, bourbon brands are now experimenting with tastes to expand their market and customer base.  

    Jim Beam, from the house of world’s fourth largest liquor company Beam Global, for instance,   has added new products that include a white whiskey called Jacob‘s Ghost, Devil’s Cut and Jim Beam Honey. The company believes that the move will expand both its presence on the shelves as well as increase its consumer base.

    Jim Beam is no exception. World over major whiskey brands are increasingly shedding their past conditioning about sacrosanct blends and trying sweetening and flavoring their whiskies. And no wonder, the experimentation with taste is begetting them success.  

    In fact, Canada too has got into the act and most of its contributors are informed, predictably by maple syrup. Distillers around the world are sugaring and flavouring whiskeys. Red Stag, the cherry-flavoured bourbon released by Jim Beam in 2009 was a huge success and set the trail blazing.

    A closer look into the factor that has encouraged these ‘cult’ brands to shun their inhibitions and emerge as ‘innovative’ and ‘out of the box brands’ shows that the customer and his aspirations have evolved.