Celebrity, Bourbon, and That Girl: How the Unexpected is Working for Jim Beam
Subscribe to The Creatives Brand Guide to the Future for weekly insights from JEFFROACH.COM.
More Insights:
- Advertising
- Automotive
- Brand Strategy
- Branded Content
- Branding
- Brands
- Celebrity
- Consumer Insights
- Creative
- Creative Brief
- Design
- Digital Marketing
- Experiential Marketing
- Generation X
- Generation Z
- Innovation
- Internet Famous
- Marketing Strategy
- Millennials
- Mobile
- Music
- Social Media
- Technology
- Virtual Reality
I like the celebrity pitchman. Especially when it's unexpected.
So here's Mila Kunis for Jim Beam.
From her unvarnished teen voice of Meg Griffin on Family Guy to her subtly disturbed and provocative portrayal of Lily in Darren Aronofsky's Black Swan, Mila Kunis is an incredible Millennial talent with an undeniable je ne sais quoi. So why is she pitching how Jim Beam makes history?
Because she's that girl who can widely appeal to both men and women, who is enticing across both Generation X and Millennial generations, and who masterfully gets that idea of putting a stamp on your new favourite spirit into your head in 30 seconds. The marketers at Beam Inc. were smart to put her in the middle of their Millennial strategy to reach a younger demographic.
Suntory Holdings, a Japanese brewing and distilling company group, announced plans to purchase Jim Beam on January 13, 2014 for $16 billion. Only a bourbon this good could be worth almost as much as WhatsApp.
