Make History

Reimagine an Icon for a New Generation

Jim Beam faced a critical moment in its brand history, confronting fading relevance in a fiercely competitive market. The iconic American bourbon brand was struggling to differentiate itself and connect with a new generation of consumers. Years of declining prices and a dwindling consumer base had left the brand in need of a profound reimagining.

Jim Beam needed to modernize its outdated image, reach a broader, younger target audience, and increase both the price per bottle and household penetration across key global markets. Moreover, the whiskey industry's entrenched traditional image and marketing norms presented a significant barrier to appealing to a broader, more diverse demographic.

Case Study

We developed the "Make History" movement, featuring Mila Kunis as the first ever female spokesperson for a whiskey brand. The movement appealed to a younger, dual-gender audience by challenging patriarchal norms and championing equality. It also allowed Jim Beam to feature its unique history of bourbon making, while encouraging consumers to "make history" in their own lives through great social experiences with Jim Beam.

TV & Website Commercials

• •Gold Effie award for the most effective global spirits campaign
• •Brand Positioning: Successfully modernized the brand image while maintaining its authentic heritage
• •Sales and Market Performance: Increased sales by 43% in the US and globally; successfully raised prices and boosted household penetration.
• •Brand Perception and Consumer Demographics: 70% of current drinkers now under 44 years old; significant increase in female consumers.
• •Creative Performance: The campaign produced scores in the top 15% of the entire Millward Brown database.

These results demonstrate how Jim Beam transformed itself from an outdated brand to a modern icon, resonating with a new generation of men and women while driving tangible business growth.

Digital