22 March 2013 - 5:03pm | posted by | 1 comment

Jim Beam set to launch first national TV ad

Jim Beam set to launch first national TV adJim Beam set to launch first national TV ad

Jim Beam has announced that it is set to launch its first national TV ad as part on a £9m investment.

Maxxium UK has revealed that the ad campaign will run for four weeks.

The ten second ad will focus on Red Stag by Jim Beam, alongside Jim Beam Honey and Jim Beam White.

Maxxium UK’s marketing controller for imported whiskey, Eileen Livingston, said: “In 2012 we raised awareness of our flavour innovations through exciting engagement campaigns focused on recruiting a new, younger generation of consumer into the bourbon category. This year we are investing to build the loyalty of both new and existing drinkers and encourage trial across our entire Jim Beam portfolio, delivering incremental sales opportunities for our customers.

“This advertising, which draws on the successful 2011 Red Stag VOD chase ad, unites our family of brands, clearly demonstrating the breadth of the range and building the American Whiskey category in the minds of consumers.”

Comments

25 Mar 2013 - 00:14
Force-7's picture

Well, this campaign has already worked on one young(ish) UK buyer, as I (Rich) didn't realise there were different versions of Jim Beam.

Personally I don't think there's any worry of American whiskey not being in the minds of consumers, as the majority of people will ask for JD and Coke automatically. Still, Jim Beam definitely needs to play catch-up with that particular brand, so it'll be interesting to see what Maxximum UK come up with. After all, I'm still not too old to try something new, despite what my much younger boss says.

Rich Sutherland, 31 (the oldest person at Force-7, a youth marketing agency)

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