Jim Beam Campaign Pursues Hispanic Drinkers

Jim Beam Bourbon wants to make “real friends” with Hispanics in its first campaign to target that market segment.

The effort from The Bravo Group in New York, which continues the “Real friends. Real bourbon” tagline, launched last week with radio spots. Print executions break in the August Maxim en Español and other Spanish-language periodicals. Outdoor and on-premise promotions are also part of the media mix.

Jim Beam, a Fortune Brands firm based in Deerfield, Ill., sees the 35 million-strong U.S. Latino population as largely untapped by bourbon marketers. The segment also continues to grow, said Jim Beam director of global brand development Carl Lar sen.

“This provides a significant growth op portunity for the company,” he said.

While relatively fresh, the field is not untrodden. Brown-For man and Seagram Americas began ad ver tising to Hispanics several years ago with campaigns for Jack Daniels and Absolut, respectively.

Jim Beam’s other brands, which include DeKuyper cordials, Vox vodka and Knob Creek bourbon, are not part of the Hispanic campaign. The distiller is concentrating its current efforts on its flagship bourbon product, Larsen said.

Media expenditures behind the effort are in the “multimillion” range, he said. “We plan to grow our investment as we broaden our efforts.”

The client spent $18 million on its 2001 Jim Beam advertising.

One print ad features a group of Hispanic soccer fans watching a match in a crowded bar. The copy offers a characterization for each person. For example: “The expert” and “The cheerer.” But one couple is more interested in each other than in soccer. Their personality trait: “The opportunists.”

Another ad shows men and women in a nightclub with bottles of bourbon on the bar. Each person is again given a label, such as “The traditionalist” and “The innovator.”

The ads continue the rustic black-and-red creative from Bravo’s parent, Young & Rubicam in Chi cago, which launched a Jim Beam national campaign in 1999.