Jim Beam shows its dark side with launch of Devil’s Cut & Cola

Devil's Cut & Cola

Devil’s Cut, the final drop of Jim Beam squeezed from the fermenting barrel, is the focus of a new ad to mark the launch of its ready-to-drink Devil’s Cut & Cola.

Created by Sydney agency The Works, the execution follows a recent multi-million dollar campaign to target a younger drinking audience and will air during the AFL and NRL Grand Finals this weekend.    

Damian Pincus, Creative Partner at The Works commented: “When you have a product with brand attributes that are as clear and positive as Devil’s Cut you just have to tell the story simply with no need for exaggeration which is what we’ve done for the launch of Devil’s Cut & Cola.”

The campaign is supported by outdoor, online and PR.


  • Advertiser: Jim Beam
  • Marketing Director: James Sykes
  • Brand Director: Ray Noble
  • Agency: The Works Sydney
  • Creative Partner: Damian Pincus
  • Creative Director: Kevin McNamara
  • Agency V Producer: Craig Bolles
  • Creative Project Leader: Lindsey Carmichael
  • Creative Project Manager: Maggie Diles
  • Director: Tim Dyroff
  • Production Company: Resolution Design
  • Producer: Kent Boswell
  • Sound: We Love Jam
  • Media: Unity




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