The Challenge: Despite having great brand awareness, Jim Beam needed to change its perception of being low-quality among its millennial target.
The Solution: We identified music as a huge opportunity for Beam to reintroduce itself to the target. We partnered with Pitchfork to create ‘Jim Beam Nightcaps’, a series of late-night afterparties after some of the summer’s best festivals.
We created a premium, subtly branded environment that would encourage the target to engage with our experience. We produced videos from the shows and housed them on our dedicated site as well as leveraged our partners’ social channels to maximize our reach.
At Pitchfork Music Festival in Chicago, our brand experience featured a pinball arcade with historic pinball machines to tie in with Beam’s “Make History” campaign.
The program was positively reviewed in industry publications.
