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

The brutal truth behind India's temperance movement

Some people in India believe alcohol should be more difficult to purchase. Last month, the state of Bihar halted all alcohol sales as its chief minister made good on an election promise. ...

BLOG

How to test Heineken's sense of humour

Greetings from Zurich. Here as a guest of Heineken's Amstel brand, I'm due to sit down later today with the group's senior global director for international brands, Walter Drenth....

BLOG

Which spirits category is the next big thing?

Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free....

NEWS

Zuidam drops 'No 3' from rum brand after Berry Bros & Rudd complaint

Dutch distiller Zuidam has agreed to change the name of its Flying Dutchman No 3 rum brand, after settling a trademark dispute with Berry Bros & Rudd, owner of No 3 London Dry Gin....

BLOG

Aperol Spritz - Just the one. A large one?

I'll admit to being partial to an Aperol Spritz now and again, more usually in the summer months, sitting outside, shades on, slowly turning more golden/rusty....

just-drinks homepage



Forgot your password?