Jim Beam encourages beer followers to take a break from in newest marketing campaign
The campaign encourages drinkers to add the Jim Beam Highball to their repertoire and order one if they're looking for a light and refreshing option in place of their next beer
Jim Beam Bourbon At the start of the year, he finally offers drinkers a solution to their beer boredom: the refreshing and extremely sedentary Jim Beam Highball. Made by mixing chilled Jim Beam bourbon with ice and ice-cold, highly carbonated ginger ale, the Highball Cocktail is the perfect alternative for those bored of beer but ordering another one on the autopilot.
The brand's new marketing campaign, which launches nationwide this month, is encouraging these drinkers to add the Jim Beam Highball to their repertoire and order one if they're looking for a light and refreshing option to replace their next beer.
The campaign first aired on several national news, entertainment and sports networks with the new TV commercial “Need a Break From Beer” and will be broadcast nationwide throughout the year. The spot uses classic beer tropes that can be found in any local bar to inspire drinkers to make their next round of a Jim Beam highball.
The viewers will immediately recognize a traditionally dressed German couple who are offering an order from a Bavarian Hefeweizen, an old, mysterious man who pushes a dark, heavy brew, and a pair of hipsters, goats in tow, who playfully offer a "super filling IPA with" aged goat milk. “The commercial marks the latest collaboration between the world's No. 1 bourbon and global advertising agency adam & eveNYC.
"With the launch of Need a Break From Beer, we are taking a cocktail that has been popular for years and is finally in the national spotlight," said Jessica Spence, President, Brands at Beam Suntory. “We know that drinkers get bored with beer and are looking for new alternatives. The Jim Beam Highball is incredibly easy to mix up and perfect for enjoying at home or in bars when the time comes. "
The new campaign spot will be broadcast on more than 20 national television channels in 2021, including sports destinations such as MLB Network and ESPN2, the entertainment centers AMC and Comedy Central, and major broadcast networks such as ABC, FOX and NBC. Starcom USA monitors the media on behalf of Jim Beam.
In addition to media partnerships, Jim Beam will have year-round highball programs including retail marketing, ballpark activation, consumer sampling and value-added packaging. The brand will also be running Beam Gardens – a playful alternative to traditional beer gardens – in several markets across the country for those who need a break from beer.
These pop-up experiences, which appear where local guidelines and public health conditions permit, will welcome the legal drinking age to enjoy Jim Beam highballs on tap with friends and family.
