JIM BEAM 225th ANNIVERSARY
WE CREATED A GLOBAL 360 ACTIVATION PLATFORM TO CELEBRATE 225 YEARS OF JIM’S ‘ONE BIG FAMILY’
A comprehensive toolkit of activation tactics, experiences, tools and assets to drive consumer engagement,
brand awareness and trial in what is Jim Beam’s 225th Anniversary year.
Strategy | Comms | Concepting | Design | Photography | Artwork | Production
THE CHALLENGE
Leverage Jim Beam’s milestone 225th Anniversary, in order to add depth and meaning to the whiskey brand’s positioning. Drive brand awareness, equity and reappraisal amongst consumers and ultimately elevate the brand amongst its competitors. The solution needed to work on a global level and take an integrated approach, covering all channels.
THE INSIGHT
Jim Beam is built around family. For 225 years, dating back 7 generations of family distillers, people world-over have come together to enjoy a drink of the famous American bourbon whiskey. The brand’s ethos celebrates conviviality and their inclusive nature is best summed up by their mantra ‘come as a friend, leave as family’. It was these brand values and attitudes that we wanted
to reflect in our campaign.
THE APPROACH
We harnessed the key brand values to create a BTL activation platform – Jim Beam 225 Years of Bringing People Together. The platform was made up of an engaging suite of activation tactics and supporting assets, all devised to facilitate bringing people together in a celebratory and high-energy manner, not forgetting Jim Beam of course! A joined up, integrated approach meant that tactics spanned all channels, from on-trade to off-trade, digital, social, experiential, PR and trade engagement.
THE WONDER
Rolling out globally across 2020, the 225th Anniversary celebrations have got off to a great start, markets implementing the plans with great success!
