Re-energizing Jim Beam – a bourbon with a bold 220-year history, but a shrinking market share, an undefined image, and little brand loyalty beyond its mostly Southern fan base.
Plus, Beam had a well-deserved inferiority complex vs. market leader Jack Daniels. To order a Jim Beam while everyone else is calling out for the much sexier “Jack and Coke” – well, that’s a bold choice. Jim Beam needed something big and talk-worthy. They needed to get their confidence back. They needed an idea they could stick with for the next 10 years.
After year one of working with us, Jim Beam experienced positive sales growth for the first time in 20 years.