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.”