Jim Beam airs first UK TV advert
Jim Beam is airing its first TV advertisement in the UK today as part of a £9 million investment to market its entire core portfolio.
UK distributor Maxxium UK will air the advertisement, which features Jim Beam White, Jim Beam Red Stag and Jim Beam Honey across major TV channels including E4, Channel 4, ITV2, Sky Sports and Sky 1, for four weeks from 22 March.
It’s anticipated that the 10-second ad, which focuses on Red Stag but features the whole portfolio, will reach 30 million legal drinking age consumers who will see it four times each on average.
“In 2012 we raised awareness of our flavour innovations through exciting engagement campaigns focusing on recruiting a new, younger generation of consumer into the Bourbon category,” said Eileen Livingstone, Maxxium UK marketing controller for imported whiskey.
“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.”
The new campaign follows that of Red Stag Fresh Tracks in 212, which focused on associating the brand with music by sponsoring a series of live music sets from acts such as Bombay Bicycle Club and Bloc Party.