Jim Beam partners with Keegan-Michael Key for care package
The Jim Beam package and ad spots featuring Keegan-Michael Key are designed to help American football fans turn tough losses into moments of connection and celebration.
Jim Beam has partnered with comedian and actor Keegan-Michael Key for a care package and campaign, dubbed ‘Seven Stages of Defeat’.
Designed to help NFL fans whose teams have been eliminated from the playoffs, the care packages offer a reason to get together even after the season is officially over.
“Listen, we’ve all been there – the heartbreak, the yelling at a ref who clearly can’t hear you, the disbelief,” Key said. “From denial to acceptance – and maybe a little hope for next season – we’ve got you covered.”
The packages will be available on a first-come basis at 12pm EST following playoff rounds on 20 and 27 January, and the Super Bowl on 10 February.
Behind seven window boxes, recipients will find a chocolate football, a scented candle, a referee bobblehead, cocktail ingredients, and other ‘essentials’ curated to help fans get over their sorrows.
Jim Beam has also teamed up with sportswear brand Mitchell & Ness to create 100 custom, limited edition jerseys that will be gifted to talent, influencers, and media to further amplify the programme.
Key is a diehard Detroit Lions fan, and has incorporated his love of football into comedy. Through the new campaign, which was inspired by Jim Beam Black’s seven-year ageing process, Key will bring the seven stages of defeat to life in videos spanning TV, streaming, digital, social media, and e-commerce platforms nationwide.
“Football season is about bringing people together even when your team doesn’t come out on top,” Regan E Clarke, vice-president, US brands – American whiskey, said. “With a little Bourbon, some good laughs, and great company, even the toughest losses become easier to handle. At Jim Beam, we believe people are good for you – no matter the score.”
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