Jim Beam launches new global positioning with ad campaign in Australia

The campaign, which will run throughout the year, features the brand's recent stunt of turning the iconic Bondi Icebergs pool into the world’s largest Esky cooler.

The commercial will launch during the ANZAC Day AFL (Australian Football League) clash between Essendon and Collingwood, as well as the NRL (National Rugby League) match between St George Illawarra and Sydney Roosters.

The 45-second TV spot takes audiences on a journey from Jim Beam being crafted in the US state of Kentucky, to the oversized cans being produced and carried by helicopters to the Esky cooler at Bondi Icebergs, with revelers partying alongside.

The TV spot, which also includes 30- and 15-second versions, will be aired nationally across free-to-air TV, pay TV, and cinema. The campaign also includes online and outdoor executions.

"'From the barrel to Bondi' is the biggest brand communications campaign Jim Beam has launched in Australia,” said Ray Noble, brand director, bourbon, Beam. “It reinforces the time, care and attention Beam spends crafting its bourbon and reinforces its heritage and quality cues while celebrating the fun and social aspect of Jim Beam our consumers love.”

The campaign, created by The Works, is part of a multi-million dollar investment by Jim Beam and marks the first phase of the new global Jim Beam ‘Make history’ positioning to be launched in Australia.

“'Make history' is a recognition not only of Jim Beam’s quality heritage, but it also acknowledges significant history-making moments that happen in people’s lives, whether it’s achieving a personal ambition or celebrating memorable occasions with friends and family,” said Paul Swann, creative partner of The Works.

Further marketing initiatives will be rolled out throughout 2013 into 2014, including OOH, digital work, activations and promotions, according to the agency.

CREDITS

Client Beam Australia
Advertising agency The Works
Creative partners Damian Pincus, Paul Swann
Art director Guy Patrick
Copywriter Nathan Bilton
Executive producer Craig Bolles
Content producer Tristan Drummond
Creative project leader Lindsey Bugeja
Production Exit Films
Director Ben Saunders
Production producer Kat Latour
Editing The Butchery
Sound Electric Dreams
VFX Fin Design