Jim Beam
CHALLENGE: Reimagine an outdated brand and reach a dual-gender target.
SOLUTION: We ignited a movement against the patriarchy and for equality to become a modern brand. We made history launching the first marketing and advertising campaign for an iconic American bourbon featuring a woman. Our spokesperson we selected was Mila Kunis - a genuine bourbon drinker – who represented Beam taking a stand for gender inclusiveness, helping to modernize the brand.
OUR ADS TURNED HEADS
AND THE JIM BEAM WEBSITE GOT A FACELIFT
RESULTS
Our creative work spanned digital to community building to films, and all of the work went into market with the highest scoring creative Beam has ever tested with Millward Brown, producing scores in the top 15% of the entire Millward Brown data base.
Jim Beam won the Gold Effie award for the most effective advertising and, furthermore, sales soared in the US and globally. We helped Jim Beam raise prices and increase household penetration. It achieved:
+34%
Increase in year-on-year growth (Marketing Week)
70%
Current drinkers are now under 44 (a complete shift prior to our campaign)
43%
Sales Increase