Campaign details
Brand: Jim BeamAgency: adam&eveDDB
Executive Summary
At 225-years-old, one of America's most iconic brands, Jim Beam, is almost as old as America itself.
For a recent immigrant to the USA, this made it a planning adventure like no other, because getting to grips with one of America's most iconic brands meant getting to grips with America itself. To have gotten it wrong would have felt like a diplomatic incident.
To protect the long-term profitability of the brand we needed to address its growing reputation for being cheap. But to do that we resisted any temptation...