Jim Beam Becomes Patron to Those With Stuff Inside

In a significant move, distiller Jim Beam will re-focus future advertising from hyping heritage, quality and integrity and, instead, "highlight individuals and organizations that share its own values and have 'The Stuff Inside'", which is not at all a nod to, ya know, the stuff inside a Jim Beam bottle.

As part of its The Stuff Inside campaign, Jim Beam has teamed with Operation Homefront donating $175,000 to the organization's support of U.S. troops. Beam Global Spirits & Wine SVP and Global CMO Rory Finlay said, "Rather than talking at consumers about what a great brand Jim Beam is and how much character we have, we are living it. Through conversations with our consumers, and putting our money where our mouth is, we are championing those who are dedicated to their craft and committed to quality and character, just like we are when it comes to our brands."

Kicking off in July, the campaign will be supported by print, out of home and online. Energy BBDO led all creative design for "The Stuff Inside" print advertisements and point-of-sale collateral. Zezza Network was responsible for all website and social media development. All print, online and out-of-home media buys were coordinated by Starcom Worldwide.