Jim Beam Launches First Global Campaign
September 4, 2013Beam Inc.’s flagship Jim Beam Bourbon brand is streamlining its global messaging with the launch of its first worldwide campaign. Running under the tagline “Make History,” the new push urges consumers to pursue their dreams and create memorable events. The comprehensive, multi-year campaign—which encompasses the full Jim Beam portfolio—is slated to run across television, digital, social, print and out-of-home platforms and will also comprise promotional activity at retail. Expected to launch in the fourth quarter, the Make History campaign will initially debut in the U.S. and Australia, and eventually roll out across more than 100 markets over the next nine months.
The core Jim Beam brand rose 2% in the U.S. last year to 3.23 million nine-liter cases, according to Impact Databank. In addition, brand offshoot Red Stag was up 36% to 340,000 cases. Globally, Beam is the 10th-largest premium spirit brand by volume, up 11% to 6.3 million cases in 2012.
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