Blog: Andy MortonBeam Inc defends "unconventional" bee campaign

Andy Morton | 28 August 2013

In a blog last week, I highlighted Beam Inc's new campaign to raise awareness for the fight to combat a global decline in honey bee numbers. 

I also questioned Beam's wisdom in using humour (the Jim Beam Honey campaign has drafted in fictional Seinfeld lawyer Jackie Chiles to “sue the bears” for stealing honey) over what is a serious environmental issue.

The folk behind the campaign are keen to point out that their unconventional approach is not intended to make light of the matter. Instead, it is to get the attention of Jim Beam Honey's target markets of 20-something males in an “engaging and entertaining way”.

(The US$25,000 that Beam has set aside to fund a research project into falling bee numbers is certainly serious enough.)

The campaign last week was given a bit more context with the launch of its second online video, see below, starring Chiles and his fight to make the bears pay for their pilfering. 

So, hats off to Beam for this push and, if I may be flippant for a moment, thanks for reversing one devastating loss - it has been 15 years since we saw Chiles and his idiosyncratic approach to the law in the final episode of the popular show. 

Welcome back, Jackie. We missed you.

Sectors: Environmental issues, Spirits

Companies: Beam Inc

BLOG

Coca-Cola's selfie bottle might be a step too far

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....

BLOG

Anheuser-Busch InBev execs have a dream - a US$350m-sized one

Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...

BLOG

Anheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....

ANALYSIS

Diageo's North America president on Donald Trump, Millennials and the rise of Bourbon - Focus

Late last week, Diageo's North America president, Deirdre Mahlan, hosted a conference call with analysts. Having spent just over a year in the role, Mahlan offered some insight into the company's larg...

BLOG

SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....

just-drinks homepage



Forgot your password?