Jim Beam: #JimBeamBecause

Jim Beam, a brand of bourbon whiskey, converted people into whiskey drinkers by promoting the highball cocktail through an influencer-led social campaign and new highball drinks with each pop culture moment.

Campaign details

Brand: Jim BeamAgency: ToasterEntrant Region: APAC

Strategy

Objective

When it comes to grabbing a drink, most people would reach for beer or wine, but no one could think of any reason to have a bourbon-based cocktail. To change that mindset, Jim Beam decided to launch a campaign that would:

  1. Raise awareness for the highball
  2. Convert beer and wine drinkers into highballers

From there, we dug deeper into understanding our target audience, and what we want to achieve as a brand.

From a consumer perspective:

Having conducted extensive consumer dipstick surveys during the pandemic...

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Insights Team
Bray Leino

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