Jim Beam bourbon launches global campaign

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SYDNEY -- Jim Beam White Label Bourbon is launching a new global campaign in Australia, airing a TV commercial created by J Walter Thompson Sydney, shot in New Zealand and starring U.S. actors.

The commercial, revolving around two FBI agents attempting to retrieve a wanted man's fingerprints from a glass of bourbon, will be seen in coming months in Europe, Asia and South America. It bears more than a passing resemblance to the 1989 movie "Sea of Love," staring Al Pacino and Ellen Barkin.

Tony Stubley, JWT regional account director, says the American heritage of Jim Beam was one of the brand's strongest selling points when marketing to countries outside the U.S.

"It is also seen as being a masculine brand, one which is uncompromising... sometimes it's hard for an American client to see the nostalgia and benefits which being American holds for markets outside the United States."

Jim Beam sales in Australia account for about 60% of the $700 million-a-year American whiskey market segment.

Copyright November 1997, Crain Communications Inc.

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