Only for fast guys
AY&R is boosting Jim Beam's European brand awareness with a TV commercial
AY&R strengthens Jim Beam's European brand awareness with a TV commercialBy Simone Keller Finally! For the first time in its 200-year history, US whiskey producer Jim Beam has had a European campaign developed. The TV and cinema spots, planned by Young & Rubicam Europe and implemented by Advico Young & Rubicam (AY&R), are aimed at adventurous boys.
The European branch of US whiskey producer Jim Beam (JB) is based in Glasgow, the home of whiskey. Although the spirit is distilled and bottled on the other side of the pond, the American distillery has so far served up the same campaigns in Europe as in its own country. Last year, however, those responsible came to the realization that European consumers do not feel and think the same way as consumers in the land of opportunity.
Young & Rubicam Europe, based in London, was awarded the contract for "advertising by Europeans for Europeans". After initial briefings and analyses, the agency invited various network partners to a presentation in order to creatively develop the project within the Young & Rubicam Group. AY&R from Gockhausen was awarded the contract for the high-percentage budget. "Because we are one of the strongest creative agencies in the network," explains Group Account Director Stefan Erhart with conviction.
For the company, the assignment - realization of a TV and cinema commercial - offered exceptional challenges as well as exceptional freedom: No other European country has such strict legal regulations on alcohol advertising as Switzerland. However, the Swiss Confederation is not on the list of countries on which JB's European presence is based: Germany, the Czech Republic, Hungary, Bulgaria and later Austria are the markets to be addressed. Nevertheless, the implementation was adapted to the strictest legal regulations - after Switzerland - that can be found in England.
JB drinkers lead a fast-paced lifestyle
According to Stefan Erhart, the five launch countries are characterized by the fact that the JB brand is already firmly anchored there. However, Jack Daniels (JD), the strongest competitor in the bourbon market, has been working these countries for years with impressive advertising budgets. Erhart: "It's about clearly defining the territory, updating the existing values and keeping the brand alive in people's minds." The main target group is a new generation of whiskey drinkers. JB does not want to reach the quiet connoisseur who sips his bourbon in front of a flickering fireplace. Rather, the grain distillate is to be anchored among a broad audience "who cultivate a fast-paced lifestyle and also share their feelings among friends and colleagues", as Erhart adds.
With its very own core values - masculinity, togetherness, independence, youthfulness, genuineness and authenticity - JB wants to defend its market position against JD. Erhart: "At Jack Daniels, the production process is very much in the foreground: the company is trying to construct an ideal, authentic world, almost Disney-like." To differentiate itself from the competition, JB does not completely dispense with authenticity. However, the brand is trying to transfer this into an environment that is more attractive to a new generation of whiskey drinkers.
The commercial also comes to Switzerland via German broadcasters
To ensure that this "new generation" can also identify with the not-so-young drink whiskey, protagonists were cast to credibly represent the brand values. The commercial is a compilation of various adventures, each of which is crowned by four young actors enjoying JB.
Between the visualized brand values, the viewer is also given brief insights into bourbon production, such as the burning out of the barrels. The rapid pace of the individual scenes and the inserted statements are strongly reminiscent of a movie trailer. An editing technique that is not often used in product advertising, as Stefan Erhart knows.
Thanks to the clip-like composition of the film, it can be adapted to the legal and market requirements of other countries at any time. "It's a very long-lasting commercial," says CD Hansjörg Zürcher. "Even after watching it ten times, you still discover something new."
Filming took place over six days at various locations in Spain as well as on the Portuguese and French coasts. "When we talk about this number of filming days, many people realize the scale of the budget." And Hansjörg Zürcher adds: "We had opportunities that are not usually available in Switzerland. Here in Switzerland, production costs can quickly amount to 25 percent of the media budget because the market is so small."
At European level, on the other hand, where a much broader range of media can be used, this percentage is often 10 or less. The commercial has been shown on almost all German channels since October 14. This means that Swiss TV audiences can also enjoy the new appearance - advertising ban or not.
The European branch of US whiskey producer Jim Beam (JB) is based in Glasgow, the home of whiskey. Although the spirit is distilled and bottled on the other side of the pond, the American distillery has so far served up the same campaigns in Europe as in its own country. Last year, however, those responsible came to the realization that European consumers do not feel and think the same way as consumers in the land of opportunity.
Young & Rubicam Europe, based in London, was awarded the contract for "advertising by Europeans for Europeans". After initial briefings and analyses, the agency invited various network partners to a presentation in order to creatively develop the project within the Young & Rubicam Group. AY&R from Gockhausen was awarded the contract for the high-percentage budget. "Because we are one of the strongest creative agencies in the network," explains Group Account Director Stefan Erhart with conviction.
For the company, the assignment - realization of a TV and cinema commercial - offered exceptional challenges as well as exceptional freedom: No other European country has such strict legal regulations on alcohol advertising as Switzerland. However, the Swiss Confederation is not on the list of countries on which JB's European presence is based: Germany, the Czech Republic, Hungary, Bulgaria and later Austria are the markets to be addressed. Nevertheless, the implementation was adapted to the strictest legal regulations - after Switzerland - that can be found in England.
JB drinkers lead a fast-paced lifestyle
According to Stefan Erhart, the five launch countries are characterized by the fact that the JB brand is already firmly anchored there. However, Jack Daniels (JD), the strongest competitor in the bourbon market, has been working these countries for years with impressive advertising budgets. Erhart: "It's about clearly defining the territory, updating the existing values and keeping the brand alive in people's minds." The main target group is a new generation of whiskey drinkers. JB does not want to reach the quiet connoisseur who sips his bourbon in front of a flickering fireplace. Rather, the grain distillate is to be anchored among a broad audience "who cultivate a fast-paced lifestyle and also share their feelings among friends and colleagues", as Erhart adds.
With its very own core values - masculinity, togetherness, independence, youthfulness, genuineness and authenticity - JB wants to defend its market position against JD. Erhart: "At Jack Daniels, the production process is very much in the foreground: the company is trying to construct an ideal, authentic world, almost Disney-like." To differentiate itself from the competition, JB does not completely dispense with authenticity. However, the brand is trying to transfer this into an environment that is more attractive to a new generation of whiskey drinkers.
The commercial also comes to Switzerland via German broadcasters
To ensure that this "new generation" can also identify with the not-so-young drink whiskey, protagonists were cast to credibly represent the brand values. The commercial is a compilation of various adventures, each of which is crowned by four young actors enjoying JB.
Between the visualized brand values, the viewer is also given brief insights into bourbon production, such as the burning out of the barrels. The rapid pace of the individual scenes and the inserted statements are strongly reminiscent of a movie trailer. An editing technique that is not often used in product advertising, as Stefan Erhart knows.
Thanks to the clip-like composition of the film, it can be adapted to the legal and market requirements of other countries at any time. "It's a very long-lasting commercial," says CD Hansjörg Zürcher. "Even after watching it ten times, you still discover something new."
Filming took place over six days at various locations in Spain as well as on the Portuguese and French coasts. "When we talk about this number of filming days, many people realize the scale of the budget." And Hansjörg Zürcher adds: "We had opportunities that are not usually available in Switzerland. Here in Switzerland, production costs can quickly amount to 25 percent of the media budget because the market is so small."
At European level, on the other hand, where a much broader range of media can be used, this percentage is often 10 or less. The commercial has been shown on almost all German channels since October 14. This means that Swiss TV audiences can also enjoy the new appearance - advertising ban or not.
