About
In 2015, Jim Beam made a splash with the launch of Jim Beam Apple, a flavored whiskey that quickly gained traction as the most successful line extension in the brand's history. In fact, it ranked as the second most innovative product across the entire spirits industry for that year. Despite this remarkable achievement, Jim Beam Apple still faced the challenge of building awareness among millennial drinkers, who were increasingly drawn to flavored whiskeys. To capture the attention of this coveted demographic and outshine established competitors, the brand sought a relevant and compelling approach to connect with them.
Why?
In 2015, Jim Beam made a splash with the launch of Jim Beam Apple, a flavored whiskey that quickly gained traction as the most successful line extension in the brand's history. In fact, it ranked as the second most innovative product across the entire spirits industry for that year. Despite this remarkable achievement, Jim Beam Apple still faced the challenge of building awareness among millennial drinkers, who were increasingly drawn to flavored whiskeys. To capture the attention of this coveted demographic and outshine established competitors, the brand sought a relevant and compelling approach to connect with them.
Results
The Jim Beam Apple Watch took the world by storm, earning accolades from top media outlets. CNET dubbed it "wearable whiskey," while The Next Web hailed it as "revolutionary and magical." Mashable even had a reviewer wear one for a day and declared it "real and awesome." The praise continued to pour in from diverse outlets like Fortune, Total Frat Move, and ET Online, resulting in over 70 positive media placements and a staggering 263 million impressions in just one week.
The buzz didn't stop there, as other national outlets such as Yahoo, Fast Company, Adweek, and Thrillist also jumped on the story. Unsurprisingly, the traditional media attention ignited a flurry of online chatter, with over two million video views, nearly 5,000 social media posts, and a total social reach of 51 million. The demand for the Jim Beam Apple Watch was so high that it quickly sold out at the Jim Beam Store.
Fortune tech writer David Z. Morris hailed the Jim Beam Apple Watch as a "marvel of branding," boldly declaring it as the "Greatest Product Ever" from his soapbox. The overwhelming positive response from both media and consumers alike cemented the Jim Beam Apple Watch as a sensational hit and a testament to the power of innovative marketing and branding.