JIM BEAM ‘ALWAYS WELCOME’
CAMPAIGN LAUNCH
We devised activations and assets for BTL channels to communicate Jim Beam’s new positioning, visual identity and global campaign.
Wonderworks created activation concepts and key assets for the on-trade, off-trade and experiential channels to enable global markets to roll out the new campaign in a way that builds brand consistency and establishes emotional connection with consumers.
Activation Concept | Hero Serve Assets | Off-trade Display & Merchandising | GTR | Sampling | Execution Toolkits
THE CHALLENGE
Jim Beam is a globally recognised brand with high awareness but low emotional attachment with consumers.
The brand had begun to address this with a strategic repositioning and a global ATL campaign to communicate its ‘welcoming spirit’. However no consumer activation experiences existed to bring the brand to life in key channels beyond a TVC and OOH ads – and that’s where we came in.
THE INSIGHT
In a world in which it is increasingly hard to find true human connection, yet that is exactly what consumers seek, we can leverage Jim Beam’s authentic DNA by extending a warm welcome and ensuring people feel they belong wherever Jim Beam shows up.
NON- PREMISE
ON-TRADE
THE APPROACH
With instructions to hero the Jim Beam Highball signature serve, we created single-minded channel activations to bring people together.
Harnessing the new visual ID (developed by Turner Duckworth) and key brand messaging, we developed flexible and scalable activation concepts that created welcoming brand experiences at every consumer touchpoint.
THE WONDER
The Always Welcome campaign was successfully launched globally across key markets, each using the brand assets we developed as the heart of locally-nuanced activations.
The brand has seen positive early results in terms of consumer engagement and enhanced emotional resonance.
We continue to develop consumer experiences to ensure brand consistency is delivered in the years ahead.
OFF-TRADE ASSETS
GLOBAL TRAVEL RETAIL
