Jim Beam launches new ‘Devils’s Cut’ multi-million dollar campaign via The Works Sydney

Jim Beam is launching its latest incarnation of its Devil’s Cut bourbon range with a ‘firey’ multi-million dollar integrated campaign that kicks off during this weekend’s footy finals via The Works Sydney.

The 30-second ad, which also has a 15-second cut down, explains how as bourbon ages a certain amount is lost from the barrel due to evaporation – known as the ‘Angel’s Share’. However, some is left trapped within the wood and it is this rich liquid that is extracted using a method specially developed by Jim Beam and mixed with six year old Jim Beam that goes into making Devil’s Cut.

Devil’s Cut & Cola has been created exclusively for the Australian market and follows the successful launch of the Devil’s Cut 700ml full spirit in March.

WATCH THE SPOT

The TV ads will debut to coincide with the AFL and NRL Grand Finals on the weekend and will run across free-to-air television and subscription television channels in the five mainland state capitals. Outdoor, online, PR and point-of-sale are also included.

Says Ray Noble, brand director – Bourbon, Beam Global Australia: “The launch of Devil’s Cut & Cola RTD is a major marketing push for Jim Beam this year and is being backed by a multi-million dollar media investment. Australia is the first country to launch this world-first product and what better time to do it than during Grand Final weekend when family and friends get together to watch teams from the two biggest football codes battle it out for the ultimate prize.”

Says Damian Pincus, creative partner at The Works: “When you have a product with brand attributes that are as clear and positive as Devil’s Cut you just have to tell the story simply with no need for exaggeration which is what we’ve done for the launch of Devil’s Cut & Cola.”

The Devil’s Cut & Cola RTD is available in two pack options, 4 x 375ml cans and 4 x 330ml bottles.

Advertiser: Jim Beam

Click to visit the Jim Beam Australia Facebook page.