The value of financial advice is somewhat overlooked in our younger years. But thanks to Jim Beam we set about changing this. To promote the value in buying a 700ml bottle of Jim Beam, we created a sub-brand called Jim Beam Financial. The larger bottle is a sound financial choice - it’s for guys who are smart with their money and take a long-term view of investments. Built around the endline ‘It pays to pour’ we produced a small campaign of spoof financial testimonials, complete with cheesy images.

The campaign plan was to extend the idea by turning closed bank branches into Jim Beam Financial bars, run Jim Beam investment seminars, and to give free financial advice at POS. Alas budget didn’t permit, but these print ads still gave the client a good return on their investment.

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