Case Study: Jim Beam modernizes its brand and boosts sales with StrawberryFrog

Jim Beam grows sales 43% with StrawberryFrog

Jim Beam, an iconic American bourbon brand, faced fading relevance and needed to reconnect with a new generation of consumers. The challenge was to modernize its outdated image, reach a younger and broader audience, and increase both its price point and household penetration globally. The marketing agency StrawberryFrog was engaged to help reimagine the brand.

StrawberryFrog developed the "Make History" movement, which featured Mila Kunis as the brand's first female spokesperson to challenge patriarchal norms and appeal to a dual-gender audience. This campaign successfully modernized the brand's image while leveraging its heritage. The results for Jim Beam were significant, including a 43% increase in sales in the U.S. and globally, a successful price raise, and a shift in its consumer base with 70% of drinkers now under the age of 44.

Jim Beam