Tarzan calls, monkey noises and primeval cries of the wild reminiscent of a Jim Carrey film are the means with which Jim Beam is now targeting 25-30 year-old drinkers.
A new campaign by The Works sees the bourbon brand move away from the appeal of pretty girls, the premise of its last campaign ‘The dilemma’, to focus on the feeling the drink gives its target group of young men and women.
The Works’ creative partner Damian Pincus said the campaign was based on “an infectious, social idea”.
The ads were directed by UK-based director Tim Brown.
The $5m initiative marks a tripling of advertising spend on ‘regular’ levels, according to the advertiser.
Teaser stunts kicked off the campaign on Friday. Calls featured in the ads were played back over speakers around Sydney.
The ads will run as 15- and 30-second spots in cinema as well as on subscription and free to air TV. Ambient, point of sale, press and direct marketing will run in support.
A social element will follow in April where Jim Beam fans will be encouraged to post their own calls of the wild on the brand’s Facebook page to create a “wall of calls”.
In a press release, Jim Beam’s brand director, bourbon, said: “Jim Beam is a category leader and will again push boundaries by continually reinventing our marketing activities to keep consumers and trade engaged in the brand. The ‘It’s time’ campaign is something we are confident consumers will make their own, talk about and share.”
- Brand director, Jim Beam: Ray Noble
- Creative agency: The Works
- Creative Partner: Damian Pincus
- Creative Director: Kevin MacNamara
- Creatives: Will, Steve, Shelby
- Creative Project Manager: Lindsey Carmichael
- Production Company: Mosaic Films
- Executive Producer: Craig Bolles
- Director: Tim Brown
- Media agency: Unity Communications
- PR agency: Burson-Marsteller