Maxxium UK launches its first national TV ad for the world’s number one bourbon, Jim Beam, as part of a £9m investment this spring.
The campaign will appear across major TV channels from today for four weeks. In line with the brand’s commitment to driving growth through flavour innovation, the ad will focus on Red Stag by Jim Beam, alongside Jim Beam Honey and Jim Beam White to drive broader awareness amongst the core target audience of 21-35 year old adults.
The 10 second ad opens with a captivating chase scene, featuring a computer-generated cityscape and a red stag leaping across the urban skyline, followed by cascading black cherries and culminates with an end frame showcasing the Jim Beam portfolio.
The ad will reach over 30 million adults over 18, be seen on average four times and air on Channel 4, E4, Comedy Central, ITV2, Sky 1 and Sky Sports. It will also appear on Video On Demand (VOD) channels, including 4OD, ITV Player, Demand 5, Skyplayer and YouTube.
The £9m investment this year follows a strong performance in 2012 for Jim Beam which significantly outperformed the American Whiskey category in the UK, with growth of +33% in the on trade and +65% in the off trade, compared to category growth of +3% and 2% respectively.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “In 2012 we raised awareness of our flavour innovations through exciting engagement campaigns focused on recruiting a new, younger generation of consumer into the bourbon category. This year we are investing to build the loyalty of both new and existing drinkers and encourage trial across our entire Jim Beam portfolio, delivering incremental sales opportunities for our customers.”