Jim Beam can receives first redesign in 10 years

Jim Beam can receives first redesign in 10 years
SHARE
THIS



Iconic bourbon brand, Jim Beam, is releasing its first full packaging redesign for its RTD cans in over a decade.

The new design and brand reposition, led by The Spice Agency in Sydney, retains many of the famous hallmarks of the brand coupled with refined design elements to create a sleek and contemporary look.

The first product to feature the new look will be the Jim Beam & Zero Sugar Cola which currently dominates the zero sugar RTD category with 64% of market share.

Ray Noble, brand Director – Bourbon says that Jim Beam’s loyal customers reminded top of mind during the new design process.

“At Beam, we know it’s important to keep up with the times. But when you have an iconic brand with millions of loyal fans across the country, decisions to change anything about the product are never taken lightly," said Noble.

"During the entire process, we’ve kept Jim Beam’s consumers top of mind when making any decisions about the new design.” 

“After reviewing our current packaging and consumer research our focus was to; lift quality cues and make the design more contemporary, increase our ownership of white and stand out on shelf for different variants, and strongly link the family architecture between our different brands. We feel the redesign really captures all three of our creative objectives.”

In addition to the Jim Beam Zero Sugar Cola line, other Jim Beam White products will also feature the redesign and will avaliable in store within the next few months.

Please login with linkedin to comment

Latest News

IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad
  • Advertising
  • Campaigns

IKEA Turns Broken Lift Into Wonderfully Black Christmas Ad

A malfunctioning lift is the backdrop to a wonderful Christmas spot for IKEA Italy. The ad features two men stuck in a lift with their IKEA purchases in tow. Unable to escape, the strangers make the best of the situation and set up a festive scenario right there in the lift. The ad’s the work of […]

by B&T Magazine

B&T Magazine
2018 State of Origin - NSW Blues v QLD Maroons

June 6th 2018, MCG #ORIGIN

Digital Image: Nathan Hopkins © NRL Photos
  • Marketing
  • Media
  • Opinion
  • Partner Content

Sport Is A Shining Example Of Darwin’s Theory Of Evolution

In this opinion piece, QMS Media’s Anne Parsons (pictured below) explains why the marketing effectiveness of sport has stood – and continues to stand – the test of time for brands. In the world of media where fortune favours the brave and the shiny new thing takes the spotlight, media channels are being overturned and […]

Partner Content

by QMS Sport

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV
  • Media

TV WEEK ​​Unveils Inaugural List Of The Next-Gen Women On Aussie TV

Bauer’s TV WEEK is using its latest issue to celebrate women, with the release of its inaugural list of Next Gen Women of Australian television. The 13-page feature story showcases 37 women who are leading in their field within the Australian television industry. From actresses to writers, producers to reality stars, these women epitomise the modern […]

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct
  • Advertising
  • Opinion

Why Advertising Needs To Look To The “Good Ol’ Days” To Avoid Becoming Extinct

Last week B&T published an opinion piece by J Walter Thompson Sydney’s head of strategy, Carly Yanco, titled Why Aussie Adland Needs To Call “Time” On The “Good Ol’ Days. Unsurprisingly, the piece ruffled a few feathers with some industry veterans and here, B&T regular Robert Strohfeldt, pens his riposte to young Yanco’s claims… This is the third time […]

Opinion

by B&T Magazine

B&T Magazine
Blue 449 Launches New Campaign For Chivas  “Success Is A Blend”
  • Campaigns
  • Media

Blue 449 Launches New Campaign For Chivas “Success Is A Blend”

Blue 449 has launched a new paid media campaign called Success is a Blend for Chivas Regal, the original luxury blended Scotch whisky. This through the line campaign celebrates the belief that blended is better, in life and in Scotch. Chivas’ faith in blending was instilled by founding brothers, James and John Chivas, who pioneered […]

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders
  • Media

The Australian Unveils Fourth Edition Of The Deal For Emerging Female Leaders

The Australian has today published its fourth annual edition of The Deal focused on emerging female leaders, in association with Chief Executive Women (CEW). The issue showcases successful women while asking some challenging questions. The Deal editor Helen Trinca said: “Women have achieved so much, even if there is more to do, and there is […]

Shake The Cage Cup Submissions Open
  • Media

Shake The Cage Cup Submissions Open

Didn't have much like on the recent Melbourne Cup? Well, why not turn your attention to the Shake The Cage Cup instead?