Beam launches first global campaign

Beam Inc has launched its first global marketing campaign to promote its flagship Jim Beam Bourbon brand.

The multi-year global marketing campaign is the first in the history of Jim Beam Bourbon

The multi-media campaign, called Make History, will begin to roll out over the brand’s global markets over the next nine months, starting in the final quarter of this year.

A multi-year campaign, Make History has been described by Matt Shattock, president and CEO of Beam Inc, as “a big brand idea that resonates with consumers across global markets”.

“This 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,” he said.

Encompassing the full line of premium Jim Beam products, the campaign has been developed by Future Works, a consortium of three incumbent agencies including New York’s Strawberry Frog, Sydney’s The Works, and Hamburg’s Jung von Matt.

Kevin George, global chief marketing officer for Beam, said: “Make History is a call to action to consumers to 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.

“At its core, this campaign celebrates those who turn everyday moments into memorable stories – just like Jim Beam has been doing for generations.”