Bourbon maker Beam to launch global marketing campaign

jpatton1@herald-leader.comSeptember 4, 2013 

Beam Inc. announced its new worldwide ad campaign Wednesday. Global Chief Marketing Officer Kevin George said the company aims to inspire consumers to 'go make some history of their own.'

Beam Inc. is launching a worldwide multiyear marketing campaign for its flagship bourbon, Jim Beam, the Deerfield, Ill., company announced Wednesday.

The "Make History" campaign — with slogans including "Blood runs deep. Bourbon runs deeper." and "9 p.m. The dawn of history." — begins in the fourth quarter and will roll out in more than 100 markets around the world in the next nine months.

"As the world's number one bourbon whiskey, Jim Beam has been making history since 1795," Matt Shattock, president and CEO of Beam Inc., said in a statement.

Last year, more than 7 million cases of Jim Beam, made in Clermont, were sold worldwide, and sales growth has continued through the first half of this year, with double-digit increases in the second quarter, according to recent company statements.

"We're excited to announce today the launch of 'Make History,' the first truly global advertising campaign for Jim Beam," Shattock said. "This multiyear campaign reflects sharp global consumer insights, continued substantial investment in the growth momentum of our flagship brand, and our sustained commitment to the attractive and fast-growing bourbon category around the world."

The overall cost of the campaign was not released.

The idea of the marketing effort is that consumers will be inspired "by the legacy of Jim Beam to go make some history of their own, be it a memorable night out with friends or putting their stamp on the world as they pursue their dreams," said Kevin George, global chief marketing officer for Beam.

The full line of Jim Beam products — including Jim Beam White, Jim Beam Black, Devil's Cut, Jim Beam Honey and Red Stag — will be involved.

The campaign has been developed by Future Works, a consortium of three agencies — Strawberry Frog in New York; The Works in Sydney, Australia; and Jung von Matt in Hamburg, Germany — that had worked on the Jim Beam account in various markets. Future Works was awarded the campaign after a global pitch conducted earlier this year.

Janet Patton: (859) 231-3264. Twitter: @janetpattonhl.

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