Jim Beam, the world’s number one bourbon, was looking to bring attention to their premium line-up. Including Jim Beam Black, Double Oak, Rye and Bonded.

The classic base brand, Jim Beam White, was extremely popular with younger LDA audiences, but the next tier up wasn’t getting as much love. We found as consumers left college and began to build their careers they traded Jim Beam White for other craft beverages. We aimed to show them that as they elevate their lifestyle, we had a bourbon to match their sophisticated taste.

Enter “Jim Beam’s Elevate Your Style”. An eight market tour that met consumers at their transition as young professionals. We partnered with barbershops across the country to give them complimentary haircuts, shaves and styling tips while educating them on the category with hosted flight samplings. Afterwards they were treated to a free headshot for their LinkedIn profiles and some styling giveaways to keep their elevated look in tact.