Beam Suntory: 6ourbon 7ime

Sean Logan, Lacey Gilbert

Multinational drinks producer Beam Suntory sustained growth for its bourbon brands in the US during COVID-19 through an on- and offline campaign that reclaimed Happy Hour as an hour of 'me time' for those working from home.

Campaign details

Brand: Beam SuntoryBrand owner: Beam SuntoryEntrant company: Leo Burnett - USAIdea creation: Leo Burnett ChicagoMarket: North AmericaSector: Alcoholic drinksMedia channels: Point-of-purchase, in-store, Newspapers, Video on demand, Radio & audio, Websites & microsites, Online display, Online video, Word of mouth, influencers, KOLs, Packaging & design

Executive summary

Is time saved by working from home really saved? We're actually working longer – 35% longer. As people navigated the massive disruption to daily life, they needed a restorative moment of pause. Some much-needed ‘me time’ to reclaim time...

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