Four New Ad Spots Highlight Bourbon Brand’s Heritage and Authenticity
Jim Beam bourbon, the world’s No. 1 selling bourbon brand, announced last thursday the launch of four new television advertisements. These television executions are an extension of the brand’s first-ever national television campaign which launched in September 2005 and incorporate the positioning established by the overall “The Stuff Inside Matters Most†marketing campaign. This new series of advertisements will air on various cable networks such as Spike TV, Discovery, Country Music Television (CMT) and ESPN.
The television campaign consists of one thirty-second spot, entitled “Unlabeled,†and three fifteen-second spots, “Drink Smart,†“Pyramid†and “Send It Back.†The executions draw inspiration from the 212-year history and heritage of the world’s best-selling bourbon brand. A double-entendre, “The Stuff Inside Matters Most†refers literally to the quality and consistency of the liquid inside the bottle, and metaphorically to the values shared by the brand and its target consumers.
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