Calling all the ‘Macca’s’, ‘Jonno’s’ and ‘Big Dog’s’ out there – Jim Beam, the world’s number 1 bourbon, wants you to “Join the Family”. In what is an innovation first for the Australian liquor market, Jim Beam is stamping its iconic American bourbon with local Australian nicknames as part of its “Join the Family” campaign launching in April. For a limited time Jim Beam drinkers will be able to pick up a Jim Beam White 700ml full spirit bottle or 24pk cube RTD featuring one of 32 different quintessential Australian nicknames, from ‘Macca’ and ‘Shazza’ to ‘Big Dog’ and ‘The Boss’.
The ‘Join the Family’ campaign stems from the global ‘Make History’ platform and highlights that every bottle of Jim Beam White full spirit features the Beam family on its label. Now seventh generation Master Distiller Fred Noe want’s everyday Australian’s to be part of his family’s legacy by finding iconic nicknames on specially marked Jim Beam that connects with them.
Jim Beam has been ‘Making History’ for over 200 years crafting the world’s number 1 bourbon and through its partnership with Coca Cola Amatil in Australia, it has leveraged market leading technology from the renowned beverage manufacturer to bring this exciting promotion to consumers.
The ‘Join the Family’ campaign will have numerous consumer and trade touch points from mid-April to end of July. These include strong television support, targeted outdoor billboards, transit and path to purchase media, select print media, social media, mobile kiosk activations, off-premise promotions across chain and independent retail customers and specific point of sale support.
Ben Andrews, Marketing Manager for Jim Beam comments, “Jim Beam sets out to ‘Make History’ every day and this campaign highlights the authenticity of the Jim Beam brand, with Jim Beam the only bourbon in the world to have a genuine legacy family as the master distiller’s, currently held by seventh-generation Master Distiller, Fred Noe.”
“We’re giving Aussies the chance to be part of the Jim Beam family in a very real way. We’re bringing to life Jim Beam’s living legacy and inviting consumers to “Join the Family” in a way that only Jim Beam can – by finding the most iconic nicknames across Australia and giving consumers the chance to find theirs on the country’s biggest spirit trademark – now that’s how you Make History”.
Both the 700ml full spirit bottle and 24pk cube RTD will continue to retail at their current RRPs through the campaign.
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