Jim Beam: “They Can’t Drink It, But You Can”
There is a well known rule in advertising that companies are not allowed to show people drinking alcoholic products in print or TV ads. The “They Can’t Drink It, But You Can” campaign takes that rule and exploits it.
It transforms what is usually seen as an advertising restraint and instead uses it to show that Jim Beam is so deeply desired by the fictional people in the ads who aren’t allowed to drink it, that it drives them to madness, anger and despair. However, the viewer at home is reminded that they are in fact allowed to take part in enjoying a delicious pour of Jim Beam.
“After Work”
“Night Alone”
“Raise An Empty Glass” PR Campaign
There’s also a bold PR component of this campaign with the “Raise An Empty Glass” event.
Jim Beam will put out a press release calling for all fans of their whiskey to not drink their product for one day. The purpose of this day long boycott would be to show solidarity to those unfortunate fictional characters in their ads who will never be able to taste their wonderful alcoholic beverage.
