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Jim Beam
Devils Cut Global Ad Campaign

RAN IN: United States, Australia, Germany, New Zealand

CLIENT
Jim Beam

Kelly Doss - Regional Director
Chris Peddy - VP, Global
Rob Mason - Sr. Director, US Bourbon
Sabine Milewski - Regional Director

AGENCY
StrawberryFrog *Lead Agency

Scott Goodson - Founder
Kevin McKeon - CCO


The Works *Lead Agency

Damien Pincus - Founder


Jung von Matt


SUMMARY

Jim Beam wanted to re-energize the brand and reach new customers. In 2011, they launched Devil's Cut, a unique bourbon extracted from the barrel wood and aged 6 years. Through a multi-channel global campaign, the launch was a great commercial success, exceeding volume sales by over 50%.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Sales Promotion, Events

Audience: Men, Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Multinational

Language: English