By Amy Looker

Jim Beam has launched the latest installment in its popular ‘The Bourbon’ campaign, which sees the spirit giant tackle ‘The Dilemma’ head-on.

‘The Dilemma’ is a fully-integrated national campaign that poses the question ‘blonde or brunette?’ while reinforcing that when it comes to choosing bourbon, Jim Beam is always the number one choice.

“We’re thrilled to be returning to air to celebrate the launch of the fifth installment of ‘The Bourbon’ campaign, ‘The Dilemma’,” says Jim Beam’s brand director, Ray Noble.

“‘The Bourbon’ campaign has been extremely successful in reinforcing our position as market leader and communicates the famous Jim Beam brand messages to consumers in ways which relate to them.

“We are investing $4 million to bring ‘The Dilemma’ to life for our consumers and trade partners.

“Kicking off the campaign is a 45 second and three 30 second TVC’s which places the viewer in a position most guys would like to find themselves in – two beautiful women, both sexy and fun.

“The only problem is, which one would you ask to join you for a cold Jim Beam?”

Trade activity for ‘The Dilemma’ will include an investment of over $1 million for tailored on and off-premise activations, including win-in-store and gift-with-purchase initiatives.

Marketing activities will include free-to-air and pay TV, social media promotions, a micro-site with content downloads and a PR campaign.

Click here to view ‘The Dilemma’.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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