Jim Beam: JIM, The First Smart Decanter

Jim Beam, a brand of bourbon whiskey, increased awareness and website traffic among US millennials by launching a spoof AI assistant to decanter its alcohol.

The Situation

Like many classic spirits brands, Jim Beam's success is depends upon maintaining and growing relevance with millennials. It knows technology is a major passion point for that group and that insight fueled 2016's Jim Beam Apple Watch, a self-proclaimed "drinkable wearable" inspired by the brand's Jim Beam Apple extension. That comically low-tech launch —essentially a telescoping shot glass on a wristband—captivated the tech media and set social ablaze. A year later, the brand wanted an encore.

But the market had shifted in two ways: First, wearables had been trumped by artificial intelligence as the buzziest tech topic and,...

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