The world’s No. 1 bourbon leverages innovative partnership to reach whiskey fans surrounding launch of new flavor offering.
Deerfield, Ill. – September 15, 2015 – Today, Jim Beam officially announces a new partnership with Snapchat, becoming the first whiskey brand to leverage the app for marketing efforts. Beginning immediately, branded Jim Beam video content, targeted exclusively at consumers of legal drinking age, will appear throughout various Snapchat Live Stories. The partnership and branded content will run in the U.S. through the end of October, coinciding with existing marketing efforts supporting new Jim Beam® Apple, Apple Liqueur with Bourbon – the latest flavored whiskey from the world’s No. 1 bourbon.
When Snapchat users watch select Live Stories – curated streams of user submitted Snaps from various locations and events – those 21 years and older will see vertical, video ads, viewable for 10 seconds, featuring the brand’s Signature Serve cocktail, “Jim Beam® Apple and Soda.” The crisp, refreshing new cocktail mixes Jim Beam® Apple and club soda over ice, with a wedge of lemon, for a delicious, refreshing cocktail all year round.
“We are thrilled to be partnering with Snapchat who provides us an excellent opportunity to create buzzworthy awareness to our fans on a relevant age-gated platform with significant reach,” said Andrea Javor, Senior Director Media at Beam Suntory. “We take pride in staying at the forefront of innovation, not only with our product offerings but also through our marketing efforts, and we consider Snapchat an excellent strategic partner to bring our crisp, refreshing new product to market.”
From a brand marketing objective standpoint, Snapchat is currently the fastest growing platform for the Jim Beam® Apple target – legal drinking age Millennials – and aligns with the brand’s priority on mobile marketing to connect with Millennial consumers where they’re consuming information. Jim Beam is also able to strategically drive contextual relevancy for the new apple-flavored whiskey through the partnership by inserting the brand into specific Snapchat Live Stories that connect with refreshment occasions.
In addition to Snapchat, Jim Beam is taking another refreshing approach toward marketing with the execution of a three-dimensional (3D) sound program for on-premise sampling and trial in key markets across the country. The interactive experience features audio content, which walks fans through the experience of making and enjoying the new Jim Beam Apple and Soda cocktail through depth and dimensional effects. The immersive 3D-sound interaction is expected to reach nearly 85,000 consumers at bars through 650 sampling events in 13 markets nationwide this fall.
Both programs are currently in-market and the next proof-point that Jim Beam continues to Make History® not only with its rich, 220-year heritage of bourbon production, but also in being a leader by its marketing executions.
For more information about Jim Beam® and new Jim Beam Apple, “like” our Facebook page (www.facebook.com/JimBeam), follow us on Twitter (@jimbeam) or visit http://www.jimbeam.com.
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About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.
Jim Beam® Apple, Apple Liqueur with Kentucky Straight Bourbon Whiskey, 35% Alc./Vol.
©2015 James B. Beam Distilling Co., Clermont, KY
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