Jim Beam’s first global campaign wants to make history

Beam Inc has launched its first ever global brand campaign for flagship brand, Jim Beam Bourbon. The campaign, ‘Make History,’ is a multi-year campaign that will launch in more than 100 markets around the world over the next nine months.

“As the world’s number one bourbon whiskey, Jim Beam has been making history since 1795,” says Matt Shattock, president and CEO of Beam Inc. “We’re excited to announce today the launch of ‘Make History’, the first truly global advertising campaign for Jim Beam. This multi-year campaign reflects sharp global consumer insights, substantial investment in the continued growth of our flagship brand, and our sustained commitment to the attractive and fast-growing bourbon category around the world. ‘Make History’ is a big brand idea that resonates with consumers across global markets.”

Future Works awarded the campaign after a global pitch conducted earlier this year. In March this year Australia became the first market to use the new ‘Make History’ positioning when The Works turned the iconic Bondi Iceberg swimming pool into the world’s largest Esky cooler.

Damain Pincus, creative partner at The Works says, “This is the culmination of 10 years working on the Jim Beam brand. After cracking ‘The Bourbon’ positioning which was used around the world, this is a fantastic opportunity to work with our other agency partners on yet another global idea. ‘Make History’ will cement Jim Beam as a major global player in the market and it is a positioning that is authentic to the heritage of the brand.”


‘Make History’ will incorporate TV, digital, social, print and out-of-home media and will be complemented with extensive activation and promotional activity at retail. The campaign will initially launch the US and Australia, with markets to follow including Germany, Jim Beam’s second largest export market, Mexico, Canada,Brazil, New Zealand, and other countries throughout Europe, South America and Asia Pacific.

The global campaign will encompass the full line of premium Jim Beam products, including the flagship Jim Beam White, Jim Beam Black, Devil’s Cut, Jim Beam Honey and Red Stag by Jim Beam.