Jim Beam
Jim Beam had not advertised for decades, and had started to lose ground against its competitors. In a world of "froo-froo" drinks, they needed to remind everyone they were "a brand with provenance", and that it was the stuff inside matters most.
With no money for television, and with just a tiny budget for print and OOH, we needed to be bold.
So we relaunched the brand with new art direction.
And no label.
Literally.
"No Labels"
Continuing the theme, we ran a print ad with a reader-removable label to support our new positioning:
"Constitution"
We created one or two black & whites for newspaper with the attitude and humor
that is inherently Jim Beam.
"Prohibition"
We created a nationwide campaign of city-based OOH boards, tailored to each city.
And, in keeping the way you approach making a great Bourbon we redesigned the corporate look and feel with a very precise style-and-photography guide.
Needless to say the relaunch proved to be a notable success.
(Enough of a success to guarantee a TV budget for the next round of marketing).
:)