BBDO Peels Away Jim Beam’s Identity

CHICAGO BBDO asserts that Jim Beam bourbon is more about the product than the identity in its first work for the company.

A print campaign breaking in May issues of men’s magazines depicts Jim Beam bottles with the labels torn off. The tagline: “The stuff that matters most.”

The first magazine ad features a peel-off label and the headline, “Go ahead, peel that label off. What really matters is the stuff inside.” Copy explains the brand’s recipe has stayed the same for more than 200 years. Other print executions highlight different elements of the label.

“Our ads reflect the one-on-one, often personal relationship between bourbon drinkers and their favorite brand,” said Keith Neumann, a director at the Deerfield, Ill., spirits company in a statement. “The interactive piece is a unique and eye-catching way to convey the essential character of Jim Beam, and underscores the bourbon, the people who make it and the millions who have enjoyed it since 1795.”

The Chicago agency won the estimated $20 million account last fall after a review. The client’s previous advertising, from Young & Rubicam in Chicago, used “Real Friends. Real Bourbon” as a tagline.