Hollywood starlet Mila Kunis has joined Jim Beam as ambassador and spokesperson and is set to play a leading role in the bourbon brands 2014 ‘Make History’ campaign.
‘Make History’ has been created by FutureWorks, a partnership between three agencies including Sydney’s independent creative shop The Works.
The campaign is the first-ever global marketing campaign for the iconic label which dates back to 1795, with ‘Make History’ to launch in 100 markets including Australia.
Kevin George, senior vice president and chief marketing officer at Beam Inc, said: “Jim Beam has been making history by producing the world’s finest bourbon through seven generations of family distillers, and this partnership signifies a truly new era for the brand – an era in which we push boundaries even further, attracting new fans across the globe and continuing the great growth we’ve enjoyed on the brand.
“Mila’s love of bourbon, her appreciation for the authenticity of our brand, her warm personality and her global relevance to our Make History campaign make her the perfect partner. Anyone would want to share a Jim Beam with Mila. We love that about her, and couldn’t be happier to have her join the Jim Beam family.”
Kunis first endorsement of the brand is in the video below which shows her on a tour of the Jim Beam Stillhouse Distillery with Fred Noe, the great grandson of the brand’s namesake.
The ‘Make History’ campaign will kick off in Australia in March with television commercials, which were filmed in the US and New Zealand, featuring Kunis.
The campaign will then be rolled out in other markets over the following months.
Kunis will also feature in retail material and in content on Jim Beam’s website, Facebook and Twitter.
The FutureWorks partnership includes Sydney’s The Works, StrawberryFrog in New York and Hamburg’s Jung von Matt.
News of the brand’s first global brand campaign, which will premiere in Australia, emerged in September last year.
The announcement followed The Works’ first local iteration of ‘Make History’ when it turned Bondi’s Icebergs swimming pool into a giant esky with plus-sized cans of Jim Beam.
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