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


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....


"Buy a Mountain Dew and enjoy it"

No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....


Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....


Glenfiddich IPA whisky gets global TV campaign - video

William Grant & Sons has launched a new global Glenfiddich ad to highlight the brand's new whisky part-aged in beer casks....


Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

just-drinks homepage

Forgot your password?