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

Caipirinha Facts!

This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...

BLOG

The Coca-Cola Co's downward trajectory

In yet one more sign that The Coca-Cola Co is losing its lustre, the soft drinks maker has, for the first time, fallen out of the top ten of a 'world's biggest brands' ranking....

BLOG

Which calories count?

What a week for stats! Yesterday, the Beverage Marketing Corporation released figures to show the bottled water market had more than doubled over the past 15 years in the US....

NEWS

Warm weather boosts European beverage sales - figures

New research has suggested that warmer than average weather across Europe helped curtail continuing downward consumption trends for drinks in the first three months of 2016.  ...

BLOG

Footy or beer? No, you can't have both

The Euro 2016 football tournament is almost upon us....

just-drinks homepage



Forgot your password?