Make History to be Jim Beam global positioning in campaign co-created by Sydney’s The Works

Tim Burrowes

September 5, 2013 5:12

Bourbon brand Jim Beam has revealed that its new global positioning – the first in the brand’s history – will be “Make History”.

The 100 market campaign has been devised by a collective of three of Jim Beam’s international agencies include Sydney’s The Works, Strawberry Frog in New York and Jung von Matt in Hamburg. The three agencies came together earlier this year to pitch for the business as Future Works.

Kevin George, global chief marketing officer for Beam said: “Make History is a call to action to consumers to be inspired by the legacy of Jim Beam to go make some history of their own, be it a memorable night out with friends or putting their stamp on the world as they pursue their dreams. At its core, this campaign celebrates those who turn everyday moments into memorable stories.”

In March this year The Works was first to use the Make History positioning after it turned the Bondi Iceberg swimming pool into a giant Esky cooler.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.