Beam Suntory ‘Jim Beam’
A classic international drink needed support for a shift in brand messaging. It was time to engage with their audience.
Background
In 2016, it was time for Jim Beam to update their messaging. Their communications shifted towards a stronger product quality message The new message centred around the beverage being crafted longer for a fuller smoother flavour.
How we helped – taste sampling
A taste sampling challenge was initiated by the business. Its aim was to get consumers to take part in tasting the quality of Jim Beam. Included in the taste challenge was Jim Beam White, Jim Beam Black and Jim Beam Devils Cut. We implemented a comprehensive campaign of demonstrations and taste sampling off-premise and on-premise Australia-wide. To reinforce brand awareness, we included two Brand Ambassadors at each location. The Brand Ambassadors engaged patrons to take part in group games and taste challenges, giving away on-the-spot prizes. We kept the client informed on the progress through weekly reporting, and managed all the venue communications, including scheduling.
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