The multi-year, multimedia campaign will begin in the fourth quarter in the US and Australia, and roll out in more than 100 markets around the world over the next nine months, including Germany, Mexico, Canada, Brazil, New Zealand, and other countries throughout Asia-Pacific, Europe and South America.
It will encompass the full line of premium Jim Beam products, including Jim Beam White, Jim Beam Black, Devil's Cut, Jim Beam Honey and Red Stag by Jim Beam.
The campaign will span television, digital, social, print and out-of-home media, supported by extensive activation and promotional activity at retail.
It has been developed by Future Works, a consortium of three incumbent agencies that had worked on the Jim Beam brand in various markets: The Works (Sydney), Strawberry Frog (New York), and Jung von Matt (Hamburg). Future Works was awarded the campaign following a global pitch conducted earlier this year. The brand introduced the positioning in Australia in April.
“This multi-year campaign reflects sharp global consumer insights, substantial investment in the continued growth of our flagship brand, and our sustained commitment to the attractive and fast-growing Bourbon category around the world,” said Matt Shattock, president and CEO of Beam Inc. “Make History is a big brand idea that resonates with consumers across global markets."
"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,” said Kevin George, global chief marketing officer for Beam. “At its core, this campaign celebrates those who turn everyday moments into memorable stories."