The series of print ads, highlighting the loyalty of friends and the
brand's loyalty to its drinkers, is running in trendy restaurants, bars
and clubs as well as on outdoor signages.
Adapted by Dentsu Young & Rubicam Hong Kong from an American execution, the campaign could signal the start of more spirited competition from the bourbon product against whisky, brandy and cognac rivals.
Luca Valdrighi, DY&R Hong Kong general manager, said a major print and
television campaign could follow soon. "This could be the start of
something bigger because while Jim Beam has high market share in the
core markets of America and Australia, it needs to expand and
Asia-Pacific is a place where it sees a big opportunity,
he said.
