Suntory Global Spirits has recruited actor-comedian Ben Marshall and former NFL player Kai Forbath for a football-themed Jim Beam push.
The campaign, ‘Hit The Beam’, launches with a 15-second spot today (9 September) ahead of the first NFL game of the season: Seattle Seahawks v New England Patriots (Forbath has played for the latter). The concept is a play upon the ‘doink’ in American football, “when a field goal attempt strikes the goalpost”, also known as a beam.
The campaign will roll out across TV, digital and social platforms including Meta, TikTok, Reddit and YouTube. From today, Suntory Global Spirits has also opened a sweepstake that consumers can enter when a ball hits the beam during a match, for the chance to win a television. The weekly draw can be entered via a dedicated webpage.
“Now, when a ball hits the beam, there’s something to celebrate together and that’s what Jim Beam is all about: bringing people together to best enjoy the moment,” said Marshall.
Jim Beam has been an ‘official partner’ of the Dallas Cowboys since 2009, and Kansas City Chiefs & Seattle Seahawks since 2021. This season, Suntory Global Spirits has also released limited-edition bottles for each of the three teams, which are now available at “select local retailers”.
Earlier this year, Suntory Global Spirits leveraged the brand’s sponsorship of the US Soccer Federation with a marketing activation ahead of the FIFA World Cup.
