Jim Beam Black

Art direction | Design

 

98% of football fans won’t see their team win the Super Bowl. We all love a championship story, but brands are missing out on this untapped (and ready for a drink) demographic.

For the 24–25 season, Jim Beam showed up for those fans with the 7 Stages of Defeat Care Package. 7 items to help you get over your playoff loss and toast to next year.

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Keegan-Michael Key watching football in shock
 
 
 
 
 
 

Results

9.5B Earned impressions

+500% Increase in site traffic

$87.5M Earned media value

80% Positive sentiment

$5.3M In sales

+6% Market share in 4 weeks

 

Agency: PXP

PR: Exposure

Talent: Jack Morton

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