Jim Beam had gone from an American icon to a down-market, value brand. Changing this perception required a major rebranding effort spanning social media, sports and music partnerships, print, promotions, and a launch spot powerful enough to live up to the tagline, “Bold Choice.”
Time Magazine’s Best Ads of the Year / D&AD / ANDY / AICP
Created with Jason Koxvold (CD), Brian Platt (CD), Karl Haddad (AD) and Jed Cohen (CW)
In addition to introducing the world to our Bold Choice philosophy, we also created a unified look across all Jim Beam brands: White, Black, Red Stag, and the newly released, Devil’s Cut.
Eight years ago, Jim Beam’s high-end Black label was just being put into barrels. Eight years ago, our target was rocking popped collars and trucker hats. So we challenged them to “burn the old you” in the world’s largest digital bonfire.