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Devil’s Cut marketing campaign beats Diageo to award

Beam Inc has beaten the likes of Coke and Diageo to win an EFFIE award for its global Jim Beam Devil’s Cut launch campaign.

Jim Beam Devils Cut UK
The launch campaign for Jim Beam Devil’s Cut has been praised by the marketing comunity

One of only three global finalists at the awards, which recognises excellence in marketing communication, Jim Beam was rewarded for the successful communication of Devil’s Cut’s launch, in which it focused on the idea of “unleashing the devil’s spirit of Jim Beam”, with a bronze award.

The win placed the company alongside the likes of Nike, which also won a bronze, and Febreze, whose Olympic work gained it a silver.

“We beat the likes of Coke and Diageo and a dozen other major finalists, so this is something to be really proud of,” said Chris Peddy, vice-president of global marketing at Beam Inc.

“This was truly a team and 360 inspired consumer effort. Obviously our business results speak for themselves and are also a primary reason why we won”.

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