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

jim beam make historyBourbon 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.

Damain Pincus, creative partner at The Works said: “This is the culmination of ten years working on the Jim Beam brand. After cracking ‘The Bourbon’ positioning which was used around the world, this is a fantastic opportunity to work with our other agency partners on yet another global idea. Make History will cement Jim Beam as a major global play in the market and it is a positioning that is authentic to the heritage of the brand.”

Make History will cover television, digital, social, print and outdoor, along with promotional activity at retail. The campaign will launch first Australia and the US, the brand’s two biggest markets.


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