The Jim Beam Apple Watch

Jim Beam, the whisky brand, used a video parody and a new 'watch' to raise awareness of its Jim Beam Apple drink among millennials in the US.

Campaign details

Advertiser: Beam SuntoryBrand: Jim BeamAgency: Olson EngageCountry: United States

The Situation

In 2015, Jim Beam released Jim Beam Apple, a favored line extension that quickly became the most successful line extension in Jim Beam's history, and the No. 2 innovation in the entire spirits industry during 2015. A year later, Jim Beam Apple sales continued to climb steadily, but like any new product, it still faced an awareness deficit compared to established competitors. The brand was looking for a relevant way to get in front of the millennial drinkers drawn to...

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