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Jim Beam
Jim Beam is the most popular dark spirit in Australia, with more shots poured and cans consumed than Bundy, Wild Turkey or Jack Daniels. Market leadership needs to be capitalised on because people herd around blockbusters.
This happens with movies, books, fashion and booze – “everyone else likes it so it must be good”. So if you’re The King you need to let everyone know. The Works developed “The Bourbon” positioning for Jim Beam in 2006 as a fun and engaging way of owning, living and breathing category leadership.
It has underpinned the brand and all its marketing ever since, from advertising, to point of sale, to sponsorships, to The Party Crew. In fact, it’s been such a success it is now being used by Jim Beam in the US.
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