Beam Positions Sour Schnapps as Martini Mixer

Young & Rubicam promotes DeKuyper Pucker Schnapps as a key mixer for martinis in a new print campaign for the Jim Beam brand.

One of four executions will break in the September issues of US Weekly, which hits newsstands Aug. 24. A second round of executions will appear in US Weekly’s October issues. The campaign will then resume in the spring with new but similar executions.

The Deerfield, Ill., spirits marketer decided to heavily promote the schnapps as a mixer in martinis based on research that showed that’s the way the drink is most often used, said Chris Gretchko, group product director for Pucker Schnapps.

The Chicago agency’s ads have no tagline but are themed, “Martinis made fun.”