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Jim Beam appeals to a younger, upscale drinker in its first national ad push behind premium Jim Beam Black.
The Deerfield, Ill.-based whiskey marketer plans to spend about $5 million on the brand through next year and another $3 million over the following two years, a representative said. Global executions are also part of the plan for 2002. Previous spending on ads for Black was negligible.
Multiple print executions from Young & Rubicam, Chi cago, are tagged, “It’s time for a better bourbon.”
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