Beam Taps Doe-Anderson To Promote Loyalty Plan
agency Doe-Anderson has been selected by spirits marketer Beam Inc. to devise a global loyalty program for its flagship bourbon brand Jim Beam, the companies confirmed Tuesday.
The new loyalty program is designed to support and draw attention to the new Jim Beam American Stillhouse in Clermont, Ky, which opened earlier this month. It’s part of the so-called Kentucky Bourbon Trail, an attraction that drew about 500,000 visitors in 2011.
Gigi DaDan, Beam global marketing director for the company’s bourbon and tequila brands, stated that “The agency has a history of energizing brand fans for [Beam spirit brand] Maker’s Mark, and we think the new American Stillhouse is a great storytelling tool.”
The loyalty program assignment is the second piece of business that Beam has awarded to Doe-Anderson this year. In March, it selected the agency to handle its retail marketing segment for the Jim Beam portfolio of brands, including Jim Beam Bourbon, Jim Beam Black, Red Stag by Jim Beam, Jim Beam Devil’s Cut and Jim Beam Jacob’s Ghost White Whiskey.
Doe-Anderson was also recently named agency-of-record for BDI, a home furnishings company based out of Chantilly, Va. The scope of that assignment includes all facets of the BDI marketing business: advertising, strategic planning, media buying, public relations, Web design and social media.
The agency said that billings for those recent new business wins combined totals nearly $15 million.