By Robert Wheatley

Great Moments in Trailblazing…

This blog has focused on brand strategy, PR and related media topics since its inception. And as we often cite Trailblazer Brands, a direct nod at our own agency positioning (we help build Trailblazer brands) in the posts, we plan for the foreseeable future to also honor brands that reveal true Trailblazer behaviors.

Our debut accolade goes to Beam Global Spirits & Wine Inc. for their recent decision to bring an idea hatched in the Down Under to our shores in support of the Jim Beam brand.

We preach regularly about relevance and its over-arching importance to the effectiveness of brand communications. In the realm of spirits strategy this cannot be understated. Liquor and lifestyle go hand in hand. In Jim Beam’s case their young adult male target is an active Web user.

So the Girlfriend ad (below), created by The Works agency in Sydney is a great tongue-firmly-planted-in-cheek spot that at first blush has the appearance of a dating site solicitation. Once you start processing the dialogue, however, you can’t help but laugh. And surprise at the end, its Jim Beam. I saw this Sunday night during the NHL’s All-Star game telecast from Montreal.

Voila in my inbox today is a story from Marketing Daily about the effort and its spot-on extensions: The company is asking consumers to “Remake” and spoof the ad themselves — for a shot at winning $25,000 and a trip to Las Vegas, a showcase of their spot at jimbeam.com.

We can only imagine the fun that will be had in dialing up the irony in other versions of the idea (there are two other spots along similar themes, you can see them here and here). Point is engagement. Adult beverage brands when seen past their liquid and packaging are enablers in the social milieu and personal adventures. They are statements as much as refreshment. So lifestyle associations become critical to aligning a spirit brand with their user’s interests.

Bravo Jim Beam!! Looking forward to watching the next chapter… done right and the talk value opportunity will far outreach the working media investment.