Beam Suntory: 6ourbon 7ime

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

In a world where we're all working from home, how do we know when work ends and life starts? Beam Suntory, the world's largest bourbon maker, saw a new role for its brands in this reality. During the pandemic, as people navigated massive disruption to daily life, we were working 35% longer. Strategy uncovered that to cope, people were creating new cocktail rituals that allowed them to reclaim time and space, providing a restorative moment of pause. These new occasions were less "turn up" and more about me-time, the perfect space for Bourbon. With the Bourbon playbook focused on heritage...

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