Big Day Out for Jim Beam + Canadian Club
Jim Beam and Canadian Club – two of Beam Global Australia’s best-loved brands – today announce a two year sponsorship with the largest touring festival in the Southern Hemisphere, Big Day Out. As well as enjoying headline performances from Muse, Powderfinger, Lily Allen, Eskimo Joe, plus a host of other international and home-grown acts, BDO punters will also enjoy activity onsite from the Jim Beam Party Crew.
The partnership builds on Jim Beam’s current music campaign titled ‘TheLabel Behind Live Music’ which sees Jim Beam supporting music actsthrough a growing number of music festival sponsorships as well ascontinued partnerships with key live music venues throughout Australia.
Says Ray Noble, brand director of Jim Beam and Canadian Club, BeamGlobal Australia: “The Big Day Out festivals are iconic events onAustralia’s music calendar and provide the perfect opportunity toreinforce Beam’s long term support of live music.
“These large scale events provide a great platform for us to bringmajor campaigns such as ‘Jim Beam – The Label Behind Live Music’ andour responsible drinking initiative ‘Where Do You Draw The Line?’ tothe 18-24 year old market.”
“Another bonus of the Big Day Out partnership is allowing us to bringCanadian Club (our sleeping giant) to a wider audience. We have beenactively building the profile of Canadian Club through a number ofdifferent sponsorships over the past year to engage our audience. Weknow once people try Canadian Club, they love it, and we’re lookingforward to being involved with Big Day Out this and next year,” addsNoble.
The partnership kicks off with the first Big Day Out event in NewZealand on 15 January, and continues through to the final event inPerth on 31 January 2010. The Beam brands on offer throughout thefestival include RTD’s Jim Beam and Cola, Jim Beam and Ginger Beer andCanadian Club and Dry, plus full spirit Jim Beam and Canadian Club.
6 Comments
Did The Works come up with this?
If it’s any good then I’d say probably not.
You have to smell a rat when the marketing manager says “These large scale events provide a great platform for us to bring major campaigns such as ‘Jim Beam – The Label Behind Live Music’ and our responsible drinking initiative ‘Where Do You Draw The Line?’ to the 18-24 year old market.”
Why would a grog company volunteer to run a responsible drinking campaign? These guys produce a drink so sweet & revolting that only an 18-24 yo could drink it!
Bourbon tents instead of beer tents at rock festivals.
Very innovative.
Are you telling me an alcohol brand is going to sponsor a music event? Shivers – their insight team must be working overtime. Give them a permanent holiday stat.
You should have seen the young guitarist playin for Double Ninth on Saturday night at the Crown & Anchor he just blew the stage apart. He is like just a kid but plays like Slash and looks like him. This kid is just mind blowin.