By James Atkinson
Jim Beam yesterday built the world's largest Esky cooler in Sydney's Bondi Icebergs pool as the cornerstone of a new $10 million-plus campaign aimed at bringing authenticity and quality back into the Jim Beam brand.
The elaborate stunt will be featured in an upcoming television commercial that executes Jim Beam's new brand campaign platform, 'Jim Beam Since 1795', which tells the story of the bourbon's journey from the barrel in Kentucky to the Esky in Bondi.
"The production values on this – helicopters coming over Bondi Beach and all sorts of grandeur – will be of a scale that I don't think Jim Beam's ever done in Australia and probably even around the world," Beam brand director of bourbon, Ray Noble told TheShout yesterday.
He said the campaign aims to reposition Jim Beam as more than just a party-oriented brand by emphasising its proud Kentucky heritage and linking that to its existing status as a "social hero" in Australia.
"The Esky is where everyone gets their beverages. We said, let's celebrate that in the biggest way possible and make a big iconic statement, and what better place in Australia to make that statement than Bondi Icebergs," said Noble. [continues below]
Beam's Ray Noble at Bondi Icebergs yesterday
With an $8 million above-the-line campaign launching in April, the new TVC will be supported in trade outlets throughout May and June, with a major consumer promotion offering the chance to win a $50,000 trip to Kentucky.
The winner also has the chance to win a further $50,000 if they follow a set of challenges and obstacles along the way to create their own history journey to Kentucky.
Noble said that while premium SKUs like Devil's Cut will continue to play a crucial role in the Jim Beam's development, it's crucial to reaffirm Jim Beam White & Cola's leadership position with consumers, ensuring it continues to take pride of place in the Esky and is the first one out.
Click 'play' on the video below to see the making of the esky