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.
Copyright Adweek L.P. (1993)