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Ads Tout Quintuple Filtering in Appeal to ‘Likable Pretension’
CHICAGO–Friendly jabs at other vodkas on the market highlight the national launch campaign for Jim Beam Brands’ VOX.
The print campaign from lead Jim Beam agency Young & Rubicam, Chicago, features a shot of the VOX bottle against a simple black background. The black-labeled bottle, which has a distinct indented design, fills only a quarter of the full-page ads.
“We talked about the bottle as a jewel,” said Mark Figliulo, Y&R’s chief creative officer.
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