Jim Beam Brands, Deerfield, Ill., has concocted new formulas for its Classic Cocktails and packaged them in 12-oz. aluminum cans instead of the traditional glass bot" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

CLASSICS IN A CAN



Jim Beam Brands, Deerfield, Ill., has concocted new formulas for its Classic Cocktails and packaged them in 12-oz. aluminum cans instead of the traditional glass bot

Beam decided to walk away from the glass packaging commonly found in the category because research showed that its target, men 21-44, prefer the convenience of cans.
Jim Beam is also investing in a new radio campaign created by agency Fallon McElligott/Minneapolis. Three 60-second spots, in a ‘game show spoof’ style, highlight what’s changed about the cocktails. The media schedule hits during Thursday/Friday afternoon drive time, when many folks are probably thinking about a cold one.
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