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Jim Beam Bourbon is kicking off the year with its Jim Beam Highball's campaign across the US.
The Highball cocktail, which is made by mixing chilled Jim Beam Bourbon with ice and ice-cold, highly carbonated ginger ale, is the perfect alternative for those who are bored of beer but find themselves ordering another one on autopilot.
The new marketing campaign, launching across the US this month, encourages those drinkers to add the Jim Beam Highball to their repertoire and order one when they are looking for a light and refreshing option instead of their next beer.
The campaign first aired on 4th January of this year with a new TV spot, ‘Need a Break From Beer,’ across multiple national news, entertainment and sports networks across the US, and will run in the US throughout the year. The renowned advertising agency adam&evenyc has been engaged for the campaign.
“With the launch of ‘Need a Break From Beer,’ we are taking a widely enjoyed cocktail that has been trending for years and finally shining the national spotlight on it,” said Jessica Spence, President of Brands at Beam Suntory. “We know drinkers are getting bored with beer and are looking for new alternatives. The Jim Beam Highball is incredibly easy to mix and perfect for enjoyment while at home or in bars when the time is right,” Jessica pointed out.
The new campaign spot will air throughout 2021 on more than 20 TV networks in the US, including sports destinations such as MLB Network and ESPN2, entertainment hubs AMC and Comedy Central, and major broadcast networks including ABC, FOX and NBC.
In addition to media partnerships, Jim Beam will deploy Highball programming throughout the year including retail marketing, baseball stadium activations, consumer sampling and value-add packaging. The brand will also host "Beam Gardens" — a playful alternative to traditional beer gardens — in several markets across the US for those in need of a break from beer. These pop-up experiences, appearing where local guidelines and public health conditions allow, will welcome legal-drinking-aged consumers to enjoy Jim Beam Highballs on tap with friends and family.
