The American Bourbon
JIM BEAM CREATING A MASTERBRAND
TABLE OF CONTENTS Research // 02 Insights // 05 Creative // 10
01 // INTRODUCTION
Media Strategy // 17 Partnerships // 21 Conclusion // 24
EXECUTIVE SUMMARY Our plan for Jim Beam combines their strong, American history, with millennial’s thirst for freedom. This offers a unique position that will stand out from other spirits and leverage our target audience’s preference for American products. For millennials, Jim Beam will be a path to freedom. While we believe Jim Beam can be the path to freedom for any drinker, 21 and over, our target market focuses on millennials, aged 21-29. They are, for the first time in their lives, experiencing independence. Financially secure, but not overly wealthy, they have worked hard and are confident in their abilities. Millennials want to feel an emotional connection with their preferred brands and connect through technology. Therefore, our campaign will focus on driving engagement through our creative message and strategy. We will achieve our objectives through a front heavy campaign of brand exposure and consistent brand messaging. Millennials will be offered an opportunity to “declare their freedom,” through images centered around experiences and open-ended questions. It is up to the consumer to define their freedom.
Jim Beam White: the flagship product of the Beam distillery, which has been produced essentially the same way by the same family for more than 200 years. Jim Beam Black: highest rated North American whiskey, aged 8 years and bottled at 86 proof. A premium bourbon with a more flavorful character.
COMPANY OVERVIEW The Beam story starts in 1795 in Kentucky, when they started producing the world’s finest bourbon through seven generations of family distillers. Through a company-wide focus on innovation in both product and marketing, Beam has grown to become the fourth largest premium spirits company.
Jim Beam Jacob’s Ghost: special white whiskey, aged for at least one year in white oak barrels. Jim Beam Maple: world’s finest bourbon infused with the rich taste of maple. A perfect balance of warm aromas, a hint of charred oak with a subtle and smooth caramel finish. Jim Beam Honey: bourbon infused with real golden honey and liqueur, resulting in complex notes of caramel, oak, vanilla and a rich finish of sweet honey. Jim Beam Red Stag: Through a special infusion process, kentucky straight bourbon whiskey is infused with natural flavors. The result is the distinctive taste of Jim Beam complemented with hints of cider, black cherry, or cinnamon spice.
02 // RESEARCH
With a strong growth strategy in place and focused investment in their brands, Beam will continue to grow—always fueled by the innovative spirit that started the Beam story centuries ago.
Jim Beam Devil’s Cut: proprietary process that pulls the rich whiskey trapped inside the barrels' wood after emptied. This barrel-treated extract is held until it develops the proper balance of bourbon notes, then blended with extra-aged bourbon and bottle at 90 proof.
OBJECTIVES & METHODS
03 // IRESEARCH
Our campaign is built to reach “freedom seekers.” This demographic consists of individuals who have achieved independence. They worked hard to get where they are, and whether that be a new job, financial stability, or some other major life event, these individuals have arrived. They have never been followers and that will not change. Freedom seekers make their own freedom. When they choose to drink, they are not searching for a kegstand or mystery jungle punch. They choose Jim Beam for the smooth experience of a quality, American bourbon. With this campaign, we will increase brand equity by 20%. While Jim Beam’s brand awareness is high, the perception of the brand is low. By promoting a strong masterbrand, we will increase the value of the Jim Beam name. This will then help our second objective which is to increase our net promoter score by 30%. By having a strong brand image with a positive connotation, our consumers will be more likely recommend Jim Beam. These objectives will be measured in a post-campaign survey, similar to the survey we initially conducted.
‘freedom seeker’ (n): a goal oriented individual that welcomes new experiences.
POSITIONING STATEMENT Life's road is not easy but dreamers and drinkers, 21 and over, have Jim Beam, the smooth, American bourbon, to quench their thirst for freedom. Both of these objectives correlate to improving the strength and perception of the Jim Beam brand. By increasing brand equity and the net promoter score, we will have a more competitive brand position within the market. Increased sales will follow with the success of those metrics. Our campaign focuses on driving re-appraisal of Jim Beam as a masterbrand. We are adopting a single approach to communications, focusing on Jim Beam’s history of craftsmanship and innovation, American origin, and the central idea of Jim Beam as a declaration of freedom. The campaign will reach freedom seekers through multiple touch points. Through a strong message, Jim Beam will build a positive relationship with our target market. Our campaign drives an overall change in the perception of the Jim Beam brand. We will give the brand a modern appeal, yet maintain qualities of tradition. By creating a masterbrand, Jim Beam will wield loyalty from both current customers and a new target of freedom seekers.
RESEARCH SWOT ANALYSIS
1. BRAND RECOGNITION & HISTORY 2. COMPANY SIZE & GEOGRAPHICAL REACH 5. THE ‘ORIGINAL’ KENTUCKY BOURBON 6. FINANCIAL RESOURCES 7. MARKET LEADER 8. BRAND LOYALTY
1. PRICE THAT REFLECTS NEGATIVELY ON PERCEPTION 2. POOR BRAND PERCEPTION (OVERALL) 3. LOW BRAND EQUITY 4. INCONSISTENT LABEL DESIGN (EX. RED STAG)
1. FIERCE COMPETITION (SPIRITS INDUSTRY) 2. FLUCTUATING ECONOMY 3. HIGHLY SATURATED ALCOHOL MARKET 4. SOCIAL STIGMA AGAINST ALCOHOL 5. PREGNANT SPOKESPERSON
1. THE ‘ORIGINAL’ KENTUCKY BOURBON 2. THE ORIGINAL FLAVORED BOURBON 3. BETTER ALLOCATION OF RESOURCES 4. NEW MARKET FOR MILLENNIALS WHO DON’T DRINK WHISKEY
04 // RESEARCH
MARKET ANALYSIS MARKET: HEALTHY AND GROWING The dark spirits market has been able to rebound from recessionary declines and post annual growth since 2011. The dark spirits market continues to grow based on the success of whiskey as well as liqueurs that are inspired by direct brand extensions of whiskey. According to Nielsen, sales of flavored whiskey have risen 136 percent this year and now represent 3 percent of the $1.4 billion whiskey category.
05 // INSIGHTS
WHISKEY DRINKERS: YOUNG ACTIVE AND PATRIOTIC American straight whiskey (non-flavored) and/or bourbon is the segment most consumed by whiskey drinkers, according to Mintel Consumer Research. Further research finds that American straight whiskey drinkers are most likely to be aged 22 to 44 and prefer to drink dark spirits once a month or more frequently. Also noted is that bourbon drinkers tend to be older, between the ages 30 to 50, and are overwhelmingly male. BOURBON IS A “TOGETHER DRINK” In a survey we conducted, individuals were asked In what setting had they last consumed hard alcohol? All of the respondents said they had either drank with friends or family. This insight shows that marketers should take advantage of occasions when people are gathering together. This is an oppertune time for a call to action.
NOTHING MORE AMERICAN THAN BOURBON Bourbon is one product America still makes better than anyone else — and, in at least one way, it always will be. That is because Congress decreed in 1964 that “bourbon whiskey is a distinctive product of the United States.” Three elements make bourbon unique: American corn, pure limestone water and new, charred oak barrels. “It is the people’s drink,” said Fred Sarkis, a mixologist at the Sable Kitchen and Bar in Chicago. Particularly noteworthy is that these drinkers are not loyal just to American straight whiskey and/or bourbon, but also show a high rate of consumption of blended American whiskey as well as white whiskey or moonshine. Both segments are frequently domestic products, showcasing the American whiskey drinker’s loyalty to U.S.-made products. Mintel analysis finds that American whiskey drinkers are least likely to agree with the statement, “Imported spirits are superior in quality to domestically made spirits.” These drinkers are not just opinionatedthey also are least likely to report consumption of Canadian whisky and Scotch whisky in the last six months.
Which of the following brands have your heard of?
Southern Comfort Jim Beam
It is not surprising that Jim Beam did an amazing job in brand awareness in both aided testing and unaided testing. In both tests, Jim Beam is always included in the top 3 with 90% mentions. People recognize the brand and have no problem connecting to the appropriate category when asked. However, the brand does not have enough interaction with consumers especially in social media. Mintel researchers selected the most popular dark spirit brands that generated over 18 million online mentions in the time tracked. Jim Beam failed to make it on this list in terms of online mentions and interactions with brand. While it’s largest competitor, Jack Daniel’s, successfully leads the online discussion.
INTERACTION RATHER THAN AWARENESS
06 // INSIGHTS
07 // INSIGHTS
COMPETITION INTENSITY OF COMPETITION
CUSTOMER BARGAINING POWER
Competition within the alcoholic beverage industry is very intense and has affected all aspects of spirits, such as product attributes, pricing, packaging, and distribution. It is obvious that the industry is in a mature period. There are over 2800 brands of spirits, beer and wine. Jim Beam has numerous direct competitors including Jack Daniel’s (the largest), Maker’s Mark (owned by Beam Inc.), Johnnie Walker, Woodford Reserve, Evan Williams and so forth. Mintel conducted a survey indicating that Jim Beam and Maker’s Mark are the most popular bourbon brands for older bourbon drinkers. In contrast, Jack Daniel’s, is more popular for younger drinkers. As flavored and new products become motivating points for drinkers, distillers have began to compete in niche market and launch new tastes, for example, Jim Beam’s Maple and Jack Daniel’s Tennessee Honey. Another way distillers can compete at the mature stage is to portray personality and create a story for their product. Additionally marketing expenses continue to increase. According to data from market researcher Kantar, television obtained $243 million in advertising from spirits brands in 2012 which has increased by $100 million over the past three years.
The bargaining power of consumers is high because they have many alternatives. The level of product identity increases if customers change to another brand, and that being said, there are a multitude of brands that offer the same kind of product. Therefore, the switching cost to consumers is low meaning they can easily change brands. Consumers can easily obtain information from different brands because E commerce offers rates and reviews describing product attributes and price. They can thencompare different brands to choose what they want. Marketers have significantly lost power to control the image or message they want to convey to customers, moreover, the price sensitivity of customers is high, According to Mintel’s survey, 44% of both men and women are willing to try new whiskys with a discount.
THREAT OF SUBSTITUTE PRODUCTS AND SERVICES Jim Beam faces many challenges from different competitors in the dark spirits category. Besides direct competitors, indirect competition is a force to be reckoned with. This category includes traditional whiskies, beer, wine, and vodka. According to Mintel’s survey, 48% of respondents aged 22+ did not drink dark spirits within the previous six months. In comparison, this percentage was much higher than when respondents answered the same in regards to light spirits.
SUMMARY If Jim Beam wants to continue to be a market leader the should continue to develop new products and flavors to compete in niche markets during this mature stage - Aditionally, according to our survey, Jim Beam has high brand awareness but low brand perception. Therefore, we suggest Jim Beam reshape it’s image to connect and engage with the consumer to improve the brand’s ovareall perception.
CURRENT AD REACH
According to the presentation given by Starcom, marketing approach is roughly segmented by brand, however, there are common characteristics amongst the brands. Generally, Jim Beam is focusing on successful 21-29 year-old men, who know how to act, and are confident in their ability to take on challenges.
Based on our interpretation of the current strategy, Jim Beam is not interacting enough with consumers to become the brand of choice, the brand that the consumer will not live without. They are reaching people who are already fans, but there is no incentive for new people to “join the conversation”. Jim Beam is targeting the right people, however, the message and reach of their marketing campaigns can be improved.
08 // INSIGHTS
The existing marketing campaign for Jim Beam has Mila Kunis as a spokesperson, and according to the agency, she was chosen because “every man wants to date her and every girl wants to be her.” The current commercials featuring Mila are focused on the Jim Beam brand as opposed to the different variants of Jim Beam’s bourbons. She recently announced her pregnancy, which may have a negative impact on the effectiveness of her spokesmanship for the brand. Jim Beam is also present in the major social media outlets: YouTube, Facebook, Instagram and Twitter. However, content and interaction is not tailored or dynamic. The company does not distribute promotional merchandise for customers to wear or take home, however, it does sell those articles (such as t-shirts, candles, books and keychains) on their online store, and the prices suggest that they are aiming for a higher paid customer.
NEW TARGET AUDIENCE Millennials (21-30) Millennials make up a large potential demographic to pursue. They are the largest adult generation, made up of 80 million people. By 2020, Millennials are expected to spend $1.4 trillion annually in the US. (How to Market to Millennials)
09 // INSIGHTS
Millennials have grown up with technology and seek social connection through virtual channels. Facebook and Twitter offer a way for millennials to connect without having to be physically present. This offers a new way to reach and connect with the audience. Hence, marketing to millennials should consist of a strong social media campaign. Leveraging technology is essential and should be smartphone friendly. An implication of technology savvy millennials is they are 64% more likely than the average adult to engage in multi-screen activities. This is both an opportunity and a barrier. It is more of an opportunity with a multichannel marketing plan, ensuring that millennials have multiple contact points with a brand. Our target audience is made up of down-to-earth, confident and driven young professionals, with an optimistic attitude towards life and hard-work. They are not afraid of challenges and they know exactly who they are. They define their own path, and declare their freedom. There is no second-guessing themselves. Our ideal person aspires to drive a BMW, lives in a condo, makes $50,000+ a year, travels often for both work and pleasure, and enjoys living outside his /her comfort zone.
Jim Beam is a brand with deep American roots, strong brand recognition, and a recipe for bourbon that has withstood the test of time. When someone chooses to drink bourbon, there is an almost undefinable sense of respect that follows. This consumer is not a follower, they are proclaiming their own path. Our communication message ties the richness of Jim Beam’s American history with the trailblazing path of freedom seekers:
“A Declaration of Freedom”
• • •
the power or right to act, speak, or think as one wants without restraint. the state of not being subject to or affected by (a particular undesirable thing). the power of self-determination attributed to the will; the quality of being independent of fate or necessity.
10 // CREATIVE
Freedom seekers do not want to be told what to do. They have been lighting their own path through the grey areas of life. This message gives them the opportunity to define their own freedom. The American dream is more than success and money. Americans follow an individualistic idea that we are free to choose our own paths and terms of success, but this is also our commonality. By reaching freedom seekers on their own terms, we will reignite the brand. Jim Beam will be infused with the American spirit for Millennials in particular, who are in the process of establishing their lives. Millennials are finishing college, they do not want cheap specials, they want a brand they can connect and at the same time connect with their friends. Our design will feel youthful Americana. Through multiple touch points our message will connect with a younger generation of American drinkers (21-29) and lift Jim Beam’s brand perception.
SUPER BOWL COMMERCIAL 1.
11 // CREATIVE
Scene 1 shows a female skier souring into the air flipping upside down. The images are dramatic and impactful. 3 ctd.
Scene 2 shows a swimmer in the ocean surfacing from a deep dive. The camera follows the swimmer as he emerges and portrays a feeling as if the viewer is alongside. 4.
Scene 3 (cont.) has the soccer player taking the Scene 4 takes us to a local bar where spectashot and scoring the goal and the crowd tors are cheering after the goal. cheering wildly.
Scene 3 shows a soccer player preparing to take a game-winning penalty shot while thousands of fans anxiously watch… 5.
Scene 5 concludes with a brief clip of the Jim Beam family of products and the the campaign slogan, ‘Declare your freedom.’
PERFECT YEAR-ROUND DRINK Bourbon Old Fashioned Ingredients:
4 dashes of Bitters 1 tsp of Sugar 1 Orange wheel 1 Maraschino cherry 1 splash of Club soda 2oz of Jim Beam Black
Extras: GARNISH: Orange & Cherry GLASS: Old Fashioned
PERFECT HAPPY HOUR DRINK The Bourbon Lift
Declare your freedom...
1.50oz of Beam White .5oz of Heavy cream .5oz of coffee Liqueur .5oz of Almond orgeat Club Soda Extras:
GLASS: Fizz or Collins
PERFECT SUMMER DRINK Beggar’s Banquet Ingredients:
2 dashes of Bitters .25oz of lemon juice 2oz of Beam Maple Old Speckled Hen GARNISH: Orange slice GLASS: Highball
GARNISH: Orange peel GLASS: Cocktail
The Revolver Cocktail PERFECT AFTER-WORK DRINK
After viewing the cover page, this advertisement includes four flaps that open from the middle. Once fully opened the viewer is provided four different drink options which they can enjoy while they ‘declare their freedom.’ Each outer flap provides ingredients as well as the signature Jim Beam bourbon to be used to make the drink.
This full page print advertisement features Jim Beam White Label and Jim Beam Black Label. The advertisement also features the campaign slogan ‘Declare your freedom.’ The full page advertisement is clean, elegant and straight to the point.
1.33oz of Devils Cut .33oz of Coffee liqueur 2 dashes of Orange btrs.
12 // CREATIVE
CREATIVE OUT OF HOME
13 // CREATIVE
The billboard example features a group of friends drinking around a campfire. A bottle of Jim Beam White Label appears in the left hand corner along with the phrase ‘Fuel the campfire stories,’ to emphasize that Jim Beam brings people together. This ad ties in nicely with ‘Declare your freedom’ because camping, campfires, summertime and spending time with friends/family is the perfect way to symbolize ‘freedom.’
Fuel the campfire stories pSu
OUT OF HOME & DIGITAL
This bus shelter ad showcases a man skydiving with an amazing sunset in the background. A bottle of Jim Beam White Label appears on the right side of the page along with the campaign slogan, ‘Declare your freedom.’ The Beam logo also appears in the upper left hand corner. Skydiving is the perfect way to symbolize a declaration of freedom.
Declare your freedom.
declare your freedom
14 // CREATIVE
Featured below is a banner ad which will be utilized in our digital buys. The label of a bottle of Jim Beam White Label appears in the foreground of the ad, along with the campaign slogan, ‘Declare your freedom.’ A beautiful beach scene appears in the background. This ad is meant to resemble the ‘find your beach,’ campaign by Corona. Instead of ‘finding your beach,’ we would prefer that you ‘find your Beam.’
CREATIVE MOBILE APP
15 // CREATIVE
Our mobile application allows us to identify when consumers (who have opted in) are near a bar or restaurant that serves Jim Beam products. The app automatically sends these consumers push notifications to â€˜Declare their freedom,â€™ and stop in for a Jim Beam drink. It will also allow consumers to take picures of how they enjoy their bourbon, whether that be at a house party, music festival or bar. At the end of the night or the next day these photos can be compiled by the app into a short 30-second video with music and sent to Beam via social media (only sent upon user aproval). This will encourage retweeting, calling people to action. The best videos of the week will be posted on Beams Facebook, website, and Youtube channel. A second feature of the app provides users a variety of Jim Beam cocktails accompained by a list of ingredients and methods to make the drinks. To compliment this feature users will be able to make there own custom Jim Beam cocktail which can then be shared with other app users and via social media.
Currently the Jim Beam website is user friendly and can be a good resource to learn more about the brand. However, to promote a masterbrand, we would like to see more consistent images of the bottles throughout the site. Instead of a background of white space, we recommend outlines of the Jim Beam bottles. This will consistently keep the bottle imagery at top of mind.
16 // MEDIA
Continuing with the secondary message of consumers making their own freedom, we would create a insite application that will drive user engagement. Users will be able to create their own drinks on the site and share through social media. This will encourage experimentation with the flavors, as well as, drive new consumers to try the brand by providing them ideas of how to drink Jim Beam and the other flavored bourbons. The Mercedez Benz website shown to the right does an excellent job utilizing white space making the site appear clean and elegant. They also utilize a turnstyle which allows the user to move from car to car. A similar apporach could be utilized in the Beam site and would offer the user the ability to mix a custom Jim Beam cocktail.
MEDIA STRATEGY PRINT ADS
GQ ($133,560), Bazaar, Elle, Instyle, Marie Claire (4x total insertions) GQ is a magazine featuring style and grooming tips for men. It’s audience is focused on men, average 33.8 years old. This is an excellent match for Jim Beams target audience. We suggest Jim Beam buy two full-page advertisements and insert into magazine. One page for Jim Beam White Label., and the second is for other Beam brands. By making this buy Jim Beam can become part of readership’s lifestyle.
17 // MEDIA
Sports Illustrated ($238,000) Sports Illustrated is top 1 editor’s choice sports magazine in U.S. It has a huge circulation. Sports Illustrated’s readers are Jim Beam’s target audience. It is a good opportunity to increase brand recognition. We want to target these readers who like to drink when they watch sporting events. We suggest that Jim Beam buy a fullpage advertisement in Sports Illustrated to tell these readers, Jim Beam is a good choice for them.
MEDIA STRATEGY SOCIAL MEDIA YOUTUBE The Jim Beam channel is good, however, we suggest adding more videos focused on recipes and consumer interactions taken from our mobile app contests. We also suggest including url’s for all of Jim Beam’s social media outlets in the video descriptions. The Vine recipe videos, for example, do not tell you how to find Jim Beam on Vine, and a quick search on the Vine app returned more than 30 Jim Beam hits, none of which were official. Including social media links throughout Youtube is a way for consumers to be aware of Beam’s social media presence and will allow them to easily navigate the clutter.
AD WORDS We intend to set up pre-roll commercials, or AdWords for our Youtube videos. With this action we intend on increasing views of Jim Beam commercials, which will help us build brand equity. For example: the “Mila Kunis leaves her mark on history” video has had an average of 1,790 views per day since it was launched (as of April 18, 2014). With a monthly budget of $ 3,000.00 in AdWords we’ll be able to advertise in videos that hit our specific target audience with the potential of attaining 5,000-10,000 views per day. Users would then have the opportunity to click on the Ad video and be directly linked to the Jim Beam Youtube channel or website.
TWITTER, FACEBOOK, INSTAGRAM & VINE
We suggest hosting a ‘Declare your Freedom Contest,’ where users will be able to submit pictures and videos of how they individually or with friends ‘declare there freedom.’ The best of these videos and pictures will be compiled into video commercial which could potentially be aired on television.
18 // MEDIA
Currently, on Beam’s Twitter, Friday and Saturday night interactions are minimal and triggered by the consumer, there is no invitation to connect, such as a contest. Interaction is great on Facebook! However, it is triggered by consumers. Pictures are posted with nice messages but no call to action.
MEDIA STRATEGY SOCIAL MEDIA CONT. Engagement Engagment Engagment: This picture was posted on Facebook and Twitter several months back with the caption “Clock’s out. #MakeHistory”. It triggered a wide range of comments: how cool the hard hat is, how people never tried the Devil’s Cut, etc, but there were no #makehistory comments. We suggest the approach be more specific such as... “How will you declare your freedom tonight? #declareyourfreedom”. With that, we would have a more focused discussion. The moderator could select the best answers to get back to and ask that individaul to Tweet or tag us in a picture of his declaration of freedom. Those interactions would be retweeted and shared on Facebook and Instagram.
19 // MEDIA
Facebook Ads: Similar to YouTube, we reccomed investing in Facebook ads, to drive traffic and engagement on our Facebook pages and potentially all of our other social media channels. We are able to select our target audience - men and women, 21-30, in the US - and reach approximately 68 million people. We suggest utilizing the “bid by impressions” feature, meaning the ads will be optimized to generate interaction with the publications of our Facebook page and the cost will be about $ 1.54 per thousand interactions.
PINTEREST Pinterest is a visual discovery tool that people use to collect ideas for their different projects and interests. People create and share collections called “boards” of visual bookmarks called “Pins” that they use to plan trips and projects, organize events or save articles and recipes. Approximately 83% of the website’s users are female. Jim Beam already has an unofficial Pinterest presence based on drink and food recipes. This should be made official to promote website recipes in a friendly way to a female audience, which is a potential target for flavored Beam products. Costs would be minimal as there’s synergy with all other social media outlets and requires minimal upkeep.
MEDIA STRATEGY OUTDOOR ADS/TELEVISION
BILLBOARDS & CITY INFO PANELS We are going to place advertisements on Large Billboards along major expressways, such as 90-94 or 290 for four months. We are going to cover major cities, including New York, Chicago, San Fransisco and Phoenix with 15 Billboards per city. Meanwhile, we are going to place our advertisements on city information panels in Chicago, Los Angeles, San Francisco and Boston for four months, We expect these will reach a high number of consumers. In particular, Phoenix is close to Glendale, which is the location of Super Bowl 2015 and will obtain huge attention around the Super Bowl and related events. BlueLineMedia will be responsible for placing the advertisements. BUS SHELTER & PLATFORMS
We also have budgeted to run a 30 second spot during the GoldenGlobes in Jan 2015 introducing our partnership with the House of Cards.
As previsously mentioned we will be running a super bowl commerical on Fox in February 2015. We have allocated $5 million of our budget to air a 30 second spot with the potential to reach 100+ million viewers at a single time. The super bowl is an ideal venue to launch the new direction of the Jim Beam brand. After the super bowl has concluded the commerical will continue to air for two months in the evenings on ESPN and Spike TV.
20 // PARTNERSHIPS
We are going to place our advertisements on bus shelters in four major cities, including New York, Chicago, Los Angeles and Phoenix for four months. Moreover metro platform are another outlet for our advertisements. Our campaign places advertisements on Metro platform in Chicago, Los Angeles, San Francisco and Boston for four months. The public transportation includes maximum target audience reach because public transportation is the primary mode of transportation for Millennials in major cities. BlueLineMedia will be responsible for placing advertisements on public transportation.
21 // PARTNERSHIPS
HOUSE OF CARDS
Given the popularity of House of Cards, we recommend product placement in this series. Netflix is a new way to reach a wide audience. Many millennials opt-in for Netflix or share account information. The main character, Frank Underwood, is mysterious, evil, but an extremely impactful character. He often drinks bourbon on the rocks, although the bottle is never shown. This would drive home the idea of Jim Beam as an American product, and the ability to make your own freedom, as Spaceyâ€™s character does. This product placement would be impactful amongst not only millennials but all viewers (21+).
PARTNERSHIPS SUMMER FESTIVALS
To revitalize our campaign in the summer months and further push our â€œdeclare your freedomâ€? Jim Beam masterbrand, we recommend sponsoring events coast to coast. By sponsoring major summer events like Lollapalooza in Chicago, Outside Lands in San Francisco, The Kentucky Derby, and Indy 500, Jim Beam will see brand engagement nationwide. These sponsorships receive recognition from the moment promotion starts, through the event, and post-events. These are major summer activities, when our target audience will be ready to seize the opportunity of warm weather. There will be a spike in our Out of Home and Digital advertisements to coincide with these sponsorship opportunities. Our target audiences will be attending these events and are more likely to drink, as that is the nature of an outdoor festival and sports events.
22 // PARTNERSHIPS
Mar. Apr. May Jun. Jul.
Aug. Sep. Oct. Nov. Dec.
TRADITIONAL MEDIA Television Product Placements
9,000,000 4,000,000 $13,000,000
OOH Billboards Bus Shelters Other
1,012,500 842,790 3,537,160 $5,392,450
23 // TIMELINE
PRINT Bazaar, Elle, In Style, Marie Claire New York Times Sports Illustrated Ndigo GQ
152802 124708 952,000 21,000 60,320 $1,310830
DIGITAL Social Media/Mobile App Adwords Banner Ads Website Redesign
75,472 36000 20,000 50,000 $161,472
P.R Summer Festival Sponsorships
$100,000 TOTAL COST RESERVE FUNDS
Product Placement Television Print Digital
Loyola University Chicago, Quinlan School of Business
CONCLUSION KEY TAKE-AWAY
Jim Beam is a brand with deep-rooted American history and known for producing a quality product. They have a huge opportunity with targeting millennials, and by adopting our proposed "Declaration of Freedom" campaign, this opportunity will be realized.
24 // CONCLUSION
Our masterbrand approach will lift the brand equity and net promoter score of Jim Beam. Through consistent and memorable messaging and through strong media outlets, Jim Beam will be synonymous with declaring freedom. The Super Bowl commercial and product placement in House of Cards will blitz our target audience with positive, Jim Beam messaging. Both of these outlets have strong connections to improving brand quality, if executed correctly. Our media outlets will reach beyond their launch dates, and be memorable for years to come. Our campaign will encourage brand interaction and establish a positive emotional connection between Jim Beam and our target audience.
JIM BEAM Vincent Deng // Danielle Kolecki // Austin Mallia // Bruna Rodrigues // Zhijun Zhao
“Jim Beam Now Targeting female Consumers with SkinnyGirl Cocktails”: http://www.thirdage.com/news/jim-beam-now-targeting-femaleconsumers-with-skinnygirl-cocktails_10-03-2011
“Apparent consumption of distilled spirits by state, in wine gallons” http://www.discus.org/assets/1/7/DS_Sales_Volume_December_2010_ Preliminary.pdf
Liquor Control Boards Product Price List: http://www.lcbapps.lcb.state.pa.us/webapp/product_management/File s/productCatalog.PDF Jim Beam Recipe Book: http://www.jimbeam.com/downloads/JimBeamRecipeBook_2011.pdf
Beloved Brands, Inc: http://beloved-brands.com/wp-content/uploads/2014/03/Slide18.jpg http://beloved-brands.com/wp-content/uploads/2014/03/Slide11.jpg
23 // CONCLUSION
“Drinking to the Future: Trends in the Spirits Industry” (Ipsos): http://www.ipsos.com/sites/ipsos.com/files/Drinking-to-theFuture-Trends-in-the-Spirits-Industry.pdf
Brand Strategy Roadmap: http://www.marketing-staffing.com/wpcontent/uploads/2013/05/brand-strategy-road-map-marketing.png “How to connect brand and consumer”: http://www.marketingstaffing.com/wp-content/uploads/2013/05/how-to-connect-brand-and-consumer.png
“Alcohol Market Share: Beer Still on Top, but Losing Ground to Wines and Spirits”: http://www.huffingtonpost.com/2012/08/23/alcohol-market“The 22 Immutable Laws of Branding”: share-beer-wine-spirits_n_1821639.html http://www.slideshare.net/sjhus/22-immutable-laws-of-branding Alcohol and Tobacco Tax and Trade Bureau - Distilled Spirits Industry page: http://www.ttb.gov/spirits/index.shtml Euromonitor International: http://www.portal.euromonitor.com/portal/default.aspx Mintel: http://www.mintel.com/
“Exploring the Alcoholic Beverage Consumer’s Mindset” (Nielsen): http://www.nielsen.com/us/en/newswire/2012/exploring-thealcoholic-beverage-consumers-mindset.html “Bourbon’s All American Roar” (The New York Times): http://www.nytimes.com/2011/12/25/business/bourbons-allamerican-roar.html?pagewanted=all&_r=0
Factiva/Dow Jones: http://new.dowjones.com/factiva/ Ibis World: http://www.ibisworld.com/
“Millennial demographic group driving adult beverage market trends”: http://www.examiner.com/article/millennial-demographic-groupdriving-adult-beverage-market-trends
Beverage Marketing: http://www.beveragemarketing.com/ “American Bourbon Drinker’s Demographics”: http://infographixdirectory.com/food/american-bourbondrinkers-demographics/#sthash.QVgwGo71.dpbs
“Millennials: Shift in Demographics Drive new Drinking Patterns” (The Beverage Journal): http://www.thebeveragejournal.com/millenialssihft-demographics-drive-new-drinking-patterns/