JIM BEAM ‘ALWAYS WELCOME’
WE ADAPTED HERO ASSETS TO CREATE A NEW KEY VISUAL FOR RESTRICTED MARKETS
Maintaining consistency of brand identity across markets to communicate Jim Beam’s authentic DNA of ‘welcoming spirit’ in so-called dark markets, we undertook creative exploration and delivered a lateral execution of Always Welcome.
Key Visual Concept | Photography Production | Artwork
THE CHALLENGE
Legal restrictions on visual communications in dark markets prohibit the depiction – or suggestion – of people drinking alcohol. While working within these strict constraints, we needed to communicate Jim Beam’s ‘welcoming spirit’ by inferring that the brand brings people together.
THE INSIGHT
The creative use of light and a welcoming tone of voice can suggest invitation, people and emotion.
KEY VISUAL
OFF-PREMISE
THE APPROACH
We created a contemporary and bold approach to a Key Visual where ‘welcoming spirit’ is communicated through a shaft of warm light in a composition that extends an invitation to come on in.
The Key Visual was shot allowing for flexibility, leading to us create a number of key On-trade and Off-trade channel assets for market roll-out.
THE WONDER
The Key Visual was successfully used in markets to gain key selling space in retail outlets, resulting in an uplift in volume sales.
