Jim Beam: Elevating an American Icon
Jim Beam had gone from a historic icon to a down-market, male-dominated value brand. Changing this perception required a holistic approach spanning design, tone of voice, digital/social media, sports & music partnerships, print, OOH, on premise, and a launch spot powerful enough to live up to the tagline, “Bold Choice.”
Two entirely new bourbons were created and branded under the Bold Choice platform: Red Stag and Devil’s Cut.
RESULTS:
After launch, 18% increase in volume, 15% in value
Red Stag was #1 new bourbon introduction in a 10 year span
Stole share from Jack Daniels
Increased Jim Beam’s social media following by 50k fans a month
Oscar-nominated actor, Willem Dafoe, imagines the dramatically different paths his life could’ve taken. “Parallels” was directed by Dante Areola, shot by Oscar-winning cinematographer, Emmanuel Lubezki, and created with Jason Koxvold (CD), Todd Beeby (CD/CW), Brian Platt (CD/CW), Karl Haddad (AD, now Head of Global Creative TikTok) and Jed Cohen (CW, now ECD Mother)
Press: Time Magazine, AdAge, Adweek, Daily Beast, PR Newswire
AWARDS:
Clio Award, Direction, Gold
Clio Award, Cinematography, Gold
AICP Award, Visual style
AICP Award, Cinematography
AICP Award, Direction
Communication Arts Excellence Award
Time Magazine Best Commercials
ADC Award, Direction, Silver
D&AD Award, Cinematography, Yellow Pencil
D&AD Award, TV & Cinema
Andy Award, Cinematography, Gold
Andy Award, TV & Cinema, Bronze
Jim Beam Black: Toss the old you into the Beamfire
A lot can happen in 8 years. For Jim Beam Black, the barrel aging resulted in a more sophisticated bourbon. For our audience, those 8 years had a similar effect.
We challenged our audience to reflect on how much they’ve matured in the past 8 years and to visit beamfire.com where they could toss objects representing the "old them" into our bonfire.