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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.
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