The piece, developed and created by Repense, is produced by Sagaz Filmes and Blend udio.
Jim Beam announced the launch of its new campaign in Brazil, entitled “Tudo de Bourbon”.
The piece, developed and created by Repense, aims to genuinely position the brand, reinforcing the main pillars by explaining the characteristics and possibilities of Bourbon, an American whiskey from the Kentucky region, and connecting it to barbecue. The piece also shows that the drink is democratic and allows the consumer to prepare different drinks.
“Jim Beam has a lot of history, a long history of success and a drink distinguished by its originality and American spirit. Our challenge was to bridge the international brand’s assets with something that made sense for the national consumer. It wasn’t about ‘Brazilianizing’ ‘ but rather, based on its context and personality, making it enter the country’s mood without losing its essence”, said Alexandre Ravagnani, Executive Creative Director, at Repense.
The film, produced by Sagaz Filmes and Blend udio, features businessman, butcher and influencer Neto. In addition to him, the brand also has a team of influencers made up of names like Paula Labaki, Bruno Panhoca and Fagner.
“We want to make Jim Beam even better known to its target audience, in addition to educating them on how it is possible to consume Jim Beam and create drinks freely with a quality bourbon, on gregarious occasions, especially barbecue, as common among Americans as Brazilians, making this moment between family and friends even more special”, added Andr Rodrigues, Head of Marketing at Beam Suntory Brasil.
In total, the campaign has initiatives that accompany the entire consumer journey, including placement on Pay TV, OOH, Digital, with PR executions led by TAO Public Relations.
