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Jim Beam - True Character
Hand craftsmanship. Family tradition. Quality. Pride. These are the hallmarks of the Beam family character. Never artificial, never contrived...natural, never staged.
These same characteristics can be found within the tradition of motorsports drivers. That's why we generated a comprehensive motorsports activation concept that drew a parallel between Jim Beam's true character and those of the drivers themselves. Program components included advertising, below the line marketing, on-premise and an online consumer-driver match-up extension.
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