Walking into a party with Jim Beam is a very clear statement of intent, which is directly attributed to the brand being shaped around one very simple meaning; the fire starter. With RTD tax hikes, a saturated market and drinkers broadening their repertoire the brand needed to dial up the quality cues. At a glance this is a big dumb stunt but it was in fact a way in to talking about the process of making Jim Beam. A process worth paying for.

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Campaign Brief comment:

‘Bogans like maxxing to the exxxtreme, so they’ll love a giant esky filled with giant JB cans”

They’re right, but they also know what things are worth and can sniff out bullshit better than anyone. Luckily for Beam they age their Bourbon in American oak barrels for 4 years, in Kentucky - that’s twice as long as Bourbon Law (real thing) requires. A fact that can make the difference when standing in the bottle shop and choosing between Jim and Jack, and all the other bourbons.

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