Maxxium ‘makes history’ with Jim Beam campaign at European airports

The new Jim Beam campaign by Maxxium Travel Retail invites travellers to ‘Make History’

Maxxium Travel Retail has partnered with travel retailers to launch a new campaign for Jim Beam called ‘Make History’ across 14 European airports.

From this month, around two million travellers visiting Gebr Heinemann, Eurotrade, Runway and Dufry stores are expected to witness the global campaign, which features actress Mila Kunis – the brand’s newest global partner.

The campaign was inspired by the history of the Jim Beam brand and the making of bourbon, dating back over 200 years.

In-store installations feature Jim Beam-branded flooring, half-cut barrels housing Jim Beam bottles, digital elements on the brand’s history and wall displays showing the brand’s range of products. Customers are invited to sample the product and those who purchase something from the brand will receive a Make History t-shirt or Jim Beam tumbler.

Inside airport lounges, travellers will find Make History-themed stands as well as glass-case topped pillars with campaign slogans such as “Looks Like Cherry Took a Walk on the Wild Side” for Red Stag by Jim Beam or “It’s Worth Every Sing” for Jim Beam Honey, among others.

There are also placements that feature images from the Jim Beam Stillhouse.

Maxxium Travel Retail Managing Director Glen Williams said: “We are excited to launch Jim Beam’s ground-breaking Make History campaign with our trusted travel retail partners across Europe. As a leading spirits supplier, we are dedicated to delivering support for our brands in unique ways that drive engagement and sales.

“The bourbon category is experiencing strong growth in Europe and Jim Beam’s new campaign is set to successfully connect with consumers by sharing how the brand has made history while motivating them to make theirs.”

Store staff will offer customers samples as part of the promotion
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