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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.
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