On-trade activity helps Jim Beam to ‘Make History’

Jim Beam Mila KunisA new global campaign for Jim Beam bourbon is to be activated in the on-trade through bartender education and incentives and a promotion with the prize of a US road trip.

Promotional kits including high-quality point-of-sale items, tent cards, posters, seasonal serves and glassware will support the Make History campaign which launches this week.

It began with a new TV ad featuring the brand’s new spokesperson, Hollywood actor Mila Kunis (pictured), which aired for the first time yesterday (March 16).

Make History aims to inspire consumers “to make their own mark in history” in the same way as Jim Beam which dates back to 1795. The campaign also includes online and digital advertising underpinned by PR as well as a promotion in the off- and on-trade to win an “Ultimate Road Trip” across America.

Bartenders will be supported through bourbon education sessions with training led by Mixxit, the team of cocktail experts from Jim Beam’s UK distributor Maxxium UK.

Bartenders can also take part in a Jim Beam Make History challenge, which will reward the winner with an “historic Jim Beam experience”.

Eileen Livingston, Maxxium UK’s marketing controller for imported whiskey, said: “The UK is one of the largest markets in Europe for Jim Beam, and Make History is set to make 2014 an historic year for the brand.

“Make History embodies the story of Jim Beam and the seven generations of Beam distillers who have been proud of their history, yet keen to make history of their own — innovating ahead of their peers and cementing the brand’s standing as a category leader.

“We are excited to introduce the new campaign to the UK and delighted to welcome Mila Kunis to the Beam family. In 2014 we will share a little of our own history while also encouraging consumers to follow in our footsteps and be inspired to make their own history.

“This year we are determined to fuel the category growth in the UK even further by supporting the needs of customers across the on- and off-trade with our Make History campaign.

“This is the right time to execute an initiative of this scale and the year ahead is set to create momentous events for both Jim Beam and our customers.”

The campaign will feature taglines focused on encouraging consumers to “make history” such as “We’ve Made Our History Now Make Yours!”, “Come As A Friend, Leave As Family” and “Be The Story Others Tell”.

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