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MART201 Assignment 1 by Michael Wauters

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Jim Beam: “The Stuff Inside” (Part 1)

Jim Beam is currently the world’s bestselling brand of bourbon (Beveragenet – 2008). In September 2005 Jim Beam launched a new marketing campaign named “The Stuff Inside”. This campaign continued until late 2008 involving five pieces of communication over four communication mediums. I believe this campaign is important for my analysis as its target market is similar to that of Bombay Gin making these brands competitors. The first part of this campaign was implemented in Australia and USA, and I believe it could have easily been implemented in NZ unadjusted. The second part of the campaign reached worldwide audiences through ‘eMarketing’. Main Objective: To increase top-of-mind brand awareness and Jim Beams relevance to today's target consumers. Intended Audience: 25-34 year old males who have self-conviction and self-confidence to remain true to themselves. Who: Are not easily impressionable or vulnerable to short-lived trend shifts. Are individually confident enough to stand by their preferences and opinions. Don’t take themselves too seriously and enjoy a bit of fun. (source: Jim Beam Brands Co, 2005)


MART201 Assignment 1 by Michael Wauters

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“Jim Beam... is built on these same characteristics. Its history, heritage, and tradition are integral to the relationship the brand has with consumers today. This campaign captures these principles, and reinforces the values shared by the brand and its target audience." (Neumann -2005). Intended Message: “The stuff inside matters most” refers to the quality and consistency of the liquid inside the bottle. Jim Beam bourbon has been distilled by the same family, following the same traditional recipe for 210 years, making it the world's finest bourbon. It also refers to the metaphorical values shared by the brand and its consumers. “The tagline is simple and appealing... Jim Beam loyalists exhibit a natural confidence from the inside out and don't need a label to define themselves”. (Tom Flocco, 2005). Communication Mediums:

Newspapers Popular men’s magazines Television Promotional material involving the use of mobile communication An interactive website The campaign began with print advertising, created to increase top-of-mind brand awareness. The first advertisement was strategically placed in newspapers and popular men’s magazines, such as Men’s Journal and Rolling Stone who have an audience where 70%+ match the intended audience profile of the campaign. It featured an interactive peel-off label saying: "Go ahead, peel that label off. What really matters is the stuff inside. That's why we've stayed true to our original recipe for 210 years. When you’re that dedicated to what you put into something, people can trust what comes out of it." Removing the label revealed a "naked" bottle filled with the distinctly coloured Jim Beam bourbon.


MART201 Assignment 1 by Michael Wauters

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Without a label to hide behind, the bourbon takes centre stage, delivering a strong message about its quality to viewers. This makes good use of the ‘closure’ technique as it engages viewers, making the advertisement memorable. Gestalt psychology suggests that consumers engage much more if some things are left for them to complete. (McGraw-Hill Companies, 2009) Jim Beams Interactive Print Advertisement (elements) . Pure, distinctly coloured Jim Beam bourbon in the “naked” bottle: a sign of purity and quality.

The aged wood table and old pub setting represent tradition and character.

The peeled off label emphasises Jim Beam’s focus: creating quality bourbon that doesn’t require a fancy label to define it - the fact that it’s what is inside that makes Jim Beam great.

The campaign’s tagline tells consumers that it’s what’s inside that makes Jim Beam stand out from competitors. It refers literally to the quality and consistency of their bourbon, and metaphorically to the values shared by the brand and its consumers.

Source: http://www.stationbay.com/jim-beam-the-stuff-insidematters-most-tin-sign.html

The Jim Beam logo is subtle and un-empowering, emphasising the campaign’s message.

The following TV advertisements appeared on various cable networks, running during shows with 70%+ audiences of men aged 25+ as they best fit Jim Beam’s brand positioning. In this way, TV media was used selectively to increase top-of-mind brand awareness.


MART201 Assignment 1 by Michael Wauters

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One advertisement features a Jim Beam bottle pouring out “fresh”, “pure”, delicious looking bourbon into an ice filled glass, combined with classic rock ’n’ roll music and the deep voice of a “real bloke” stating the four ingredients. Advertisement 1 (Screenshots)

Source: www.youtube.com/watch?v=PLKLVHrV6sA.

Another advertisement features a barrel of Jim Beam bourbon being rolled through a rack house after its aging process. As the barrel is rolled, the workers and environments change to demonstrate different eras in the brand's history. A voiceover declares: "Whoever said change is good knows squat about making bourbon. For 210 years, we've stayed true to the Beam family recipe. Here's to Stubbornness." Advertisement 2 (Screenshots)

Source: http://www.youtube.com/watch?v=TCondNdcWDM


MART201 Assignment 1 by Michael Wauters

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Successfully, brand awareness increased and the campaign expanded. Jim Beam took an entirely new approach to marketing, making use of mobiles and the internet in order to enhance access to all of their target market, including younger individuals (e.g. 25 years). They launched a promotion of the brands integrity and character, asking consumers to photograph and send a barcode from a new print advertisement. Consumers then received a reply text with a mobile version link to TheStuffInside.com, where they can engage in conversation about Jim Beams true character and learn more about the individuals who embody it: “Instead of talking at consumers about what a great brand Jim Beam is, we are showing them.” (Giselle Tsirulnik, 2008). This print advertisement featured in ESPN The Magazine, Rolling Stone amongst others, as well as trade publications such as MarketWatch. TheStuffInside.com could be viewed globally through the internet, reaching a worldwide audience. This advertisement effectively involved consumers, making it unique and memorable.

Jim Beam is positioned mainly via its attributes: Quality Purity Taste The traditional 210 year old recipe

The common elements of the campaign reflect these attributes through their connotative meaning. I have mentioned these earlier; following are more elements relating to the rest of the campaign: Music: the classic rock ‘n’ roll represents “the good old days” of hard work and having fun. It’s “real man’s music for a real man’s drink”. Colours: time and tradition is demonstrated through black and white then sepia tones.


MART201 Assignment 1 by Michael Wauters

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Techniques: uses slow motion to demonstrate how delicious the bourbon is, creating desire to indulge in the product. Characters: tough-looking, stubborn, hard working blokes demonstrate the dedication to consistently producing quality bourbon. Symbols and Setting: the barrel of Jim Beam, the aged wood table, the rack house and the ice filled glass of Jim Beam all symbolise the traditional quality and taste of Jim Beam bourbon.


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“The Stuff Inside”: Relating to the Elaboration Likelihood Model (Part 2) When developing a new marketing campaign, it’s important to consider the audience; whether it’s disposed to carefully scrutinizing the information about the product/brand being advertised, or inclined to process the message in a peripheral manner. The ELM illustrates two routes to persuasion. The central route is implemented when elaboration likelihood is high, when consumers are motivated and able to process the message thus devoting more thought to messages within the advertisement. The peripheral route is implemented in the opposite situation. Elaboration likelihood represents the possibility that consumers will elaborate on a marketing communications message by considering, reacting, and then comparing it with their pre-existing thoughts and beliefs regarding the product category and the advertised brand (Chitty, Barker and Shimp, 2008).

“The Stuff Inside Matters Most” campaign effectively uses a mixture of peripheral cues combined with powerful, message based persuasion in order to enhance: Motivation to attend to the message and process brand information. Opportunity to encode information, reducing processing time. Ability to process the message. For receiver’s, these aspects are relatively low when regarding spirits, as it’s a low involvement product. Unlike their competitors, Jim Beam combated this by breaking from the norm, of using numerous peripheral cues. Instead, they used simple but effective message arguments throughout, with a few peripheral cues initially to capture the viewer’s attention. For example, the first TV advertisement featured peripheral cues such as smooth, classic rock ’n’ roll music with fresh Jim Beam being poured slowly into a glass of ice. These cues make the bourbon look


MART201 Assignment 1 by Michael Wauters

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delicious, therefore stimulating appeal and increasing curiosity about the drink. This increases motivation to attend to the message argument being presented, even for naive viewers. The message arguments during the advertisement “it’s Corn, Rye, Barley and Water”, and “the Stuff Inside Matters Most” (the campaign tagline) both imply that Jim Beam bourbon is made with pure, natural ingredients from a quality recipe. Without using dual routes the message wouldn’t come across as clearly or effectively to all viewers. Bourbon connoisseurs may have a higher level of involvement so the message argument alone may be enough, for most viewers however, peripheral cues in this case are also vital if greater message elaboration is desired. “Marketing messages cannot be effective unless consumers comprehend information about the brand and integrate it with the product category information that exists in their memory structure” (Chitty, et. al., 2008 pg. 63). To

enable consumers to encode information and reduce processing time, Jim Beam kept

their message simple, easy to interpret and memorable. Through different mediums “The Stuff Inside Matters Most” tagline was consistently repeated with relating message arguments clarifying its meaning. Each advertisement includes peripheral cues to capture attention, involve consumers, and enable them to encode the entire message; thus making use of ‘dual routes’ to ensure clear and effective communication of the intended message to all viewers. In the print advertisements techniques, such as the interactive peel-off label and the barcode to be photographed for access to thestuffinside.com, were used to involve consumer’s thus capturing their attention. The campaign tagline was once again included, along with other effective message arguments and additional information available through their website, to emphasise the campaigns message. The ELM suggests taking the central route if an enduring attitude change towards the brand is desired, but to take the peripheral route if a temporary attitude change is desired. I believe that in this dual route campaign, the peripheral route is used to increase viewers motivation, ability and opportunity to


MART201 Assignment 1 by Michael Wauters

process the message arguments regarding this low involvement product. This results in greater message elaboration through the central route. An enduring attitude change from the viewer, towards Jim Beam, is thus achieved through a combination of the central and peripheral route attitude formation processes.

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MART201 Assignment 1 by Michael Wauters

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Bibliography Websites: Business Wire. (April 15, 2005). Jim Beam Launches New Multi-Million Dollar Ad Campaign. BNET.

From http://findarticles.com/p/articles/mi_m0EIN/is_2004_April_15/ai_115341468/?tag=content;col1 Cacippo, & Petty. (1986). Elaboration Likelihood Model. Changing Minds. From http://changingminds.org/explanations/theories/elaboration_likelihood.htm Jim Beam Brands co. (2005). "Change" Signals New Era for Jim Beam Bourbon Advertising. Fortune Brands. From http://files.shareholder.com/downloads/AMB/696778313x0x106063/e583ec2c06c6-44d2-bc0b-70b35d94a4ea/FO_News_2005_9_8_Corporate.pdf

Sullivan, H. (July 8, 2009). Social Media Explorer Jason Falls Shares Insights on Producing Social Content. Content Creators Going Social. From http://blog.us.cision.com/2009/07/contentcreators-going-social/

Tsirulnik, G. (June 30, 2008). Jim Beam promotes "integrity, character" via mobile. Mobile Marketer. From http://www.mobilemarketer.com/cms/news/advertising/1237.html Text book: Chitty, W., Barker, N., & Shimp, T. (2008). Integrated Marketing Communications. Australia: Cengage

Learning Australia Pty Limited. Article: Derek, D., Petty, R., & Petty, R. (2006). Increasing the Effectiveness of Communication to Consumers: Recommendations Based on Elaboration Likelyhood and Attitude Certainty Perspectives. Journal of Public Policy & Marketing, 25 (1), 37-52. Lecture notes: Watkins, L. (2009). Brand Communication. Lecture presented to Marketing 201, University of Otago.

Watkins, L. (2009). Communication and Response Models. Lecture presented to Marketing 201, University of Otago.

Watkins, L. (2009). Introduction to Communication and Information Processing. Lecture presented to Marketing 201, University of Otago.

Integrated Marketing Communication Assignment (1st Year) Grade: A  

Critiquing an advertising campaign. Intergrated Marketing Communication. Otago University Assignment

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