Jim Beam doubles digital investment in an effort to reach younger bourbon drinkers
The brand saw a 43% uplift in sales in the year following the launch of its first global “Make History” campaign in 2014 starring spokesperson Mila Kunis, resulting in a second ad featuring the actress earlier this year.
However, Janice McIntosh, marketing controller at Maxxium, which distributes the brand in the UK, told Marketing Week that the digital and social activation around the campaign has been “lacking”, a concern for a brand trying to reach the growing number of people aged 18 to 34 drinking whisky in the UK.
“We were doing it but it wasn’t as good as it could Read full story ›
Source: Marketing Week
