CHICAGO After 210 years, Jim Beam is making its first foray into television advertising via a spot from Omnicom Group's BBDO here.
The spot, entitled "Change," highlights the brand's heritage, and is a continuation of "The stuff inside matters most" campaign that premiered in 2004 print ads. The new spot, which will be running on national cable networks, depicts various generations of bourbon making through different types of film stock. "Whoever said, 'Change is good,' knows squat about making bourbon," says a voiceover. "Here's to stubbornness."
"Our first-ever television commercial does a great job bringing the Jim Beam brand to life," said Keith Neumann, marketing director of Jim Beam Brands, in a statement. "The historic and storytelling nature of the commercial is education and visually powerful. At the same time, the toast to stubbornness is a nod to the fact that we don't take ourselves too seriously."
Though Jim Beam has run responsible drinking public service announcements, the new spot represents the brands first foray into paid television advertising.
The effort, which debuted earlier this week, will air on networks including Comedy Central, Discovery and Spike. Spending on the effort was not disclosed, though sources said the company would spend between $8-12 million.
Fortune Brands, based in Deerfield, Ill., spent $12 million on advertising the Jim Beam brand last year, according to TNS Media Intelligence/CMR.