Beam Champions Those With "The Stuff Inside"

Deerfield, Ill. - June 26, 2008 - Integrity and character now have corporate sponsorship with Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE: FO)], a global leader in premium spirits, and Jim Beam®, the world's number one selling bourbon.  Jim Beam has turned conventional marketing on its head by linking the quality of what's inside its bottle to the positive qualities and attributes of selected individuals and organizations that personify "The Stuff Inside" (TheStuffInside.com).  Jim Beam is using 100 percent of its advertising budget to support individuals and organizations with "The Stuff Inside", to help them reach the next level of success by amplifying the story of their true character to a broader audience.
 
Featuring a dedicated website, national print and out-of-home advertising, point-of-sale items, in-market events, social media tools and tagging national print advertisements with 2D codes, Jim Beam has launched a fully-integrated effort championing true character and invites consumers to share their support online at TheStuffInside.com.
 
Through this new campaign, Jim Beam will highlight individuals and organizations that share its own values and have "The Stuff Inside", - those who act with character, do the right thing because it's the right thing to do, help others who are less fortunate or persevere through a struggle.

"Superficial images inundate us all the time," stated Rory Finlay, senior vice president and global chief marketing officer, Beam Global Spirits & Wine, Inc.  "When we came across individuals and organizations that personified quality and integrity, we wanted to do whatever we could to champion these anchors of genuineness. By supporting real-life subjects in non-traditional ways, Jim Beam is putting the brand's timeless values into a context that makes them contemporary and relevant to today's consumer."

Jim Beam has traditionally spent millions of dollars on advertising that showcases the integrity of its family recipe to consumers.  Past Jim Beam print and television ads pay tribute to the bourbon's quality ingredients and distinctive taste through a prominent image of the iconic bottle with a tagline calling out "The Stuff Inside." As the number one bourbon brand in the world, with 96 percent brand awareness in the U.S., Jim Beam will no longer focus solely on talking about heritage, quality and integrity - but will now show it though action.

 "Rather than talking at consumers about what a great brand Jim Beam is and how much character we have, we are living it.  Through conversations with our consumers, and putting our money where our mouth is, we are championing those who are dedicated to their craft and committed to quality and character, just like we are when it comes to our brands," stated Finlay.
 
Beginning in July and lasting throughout 2008, consumer print advertisements of individuals and organizations with "The Stuff Inside" will run nationally in ESPN, Rolling Stone, Maxim, Blender, XLR8R and Garage as well as spirits trade publications such as Market Watch, Cheers, Stateways and Beverage Dynamics.  The campaign will also be featured in out-of-home media buys with a focus on Florida, Illinois, Southern California and Texas.
 
In addition, Jim Beam will integrate 2D tagging into the consumer experience.  By using the scanning program on a mobile phone, legal purchase age consumers will be able to snap an image of the bar code located in the top corner of the print advertising and be taken directly to a mobile version of TheStuffInside.com.  All on- and off-premise promotional materials will also drive consumers to "The Stuff Inside" website where consumers can engage in conversation about true character and learn more about the individuals who embody it.
 
Kicking off in Chicago this month, Jim Beam will host in-market events throughout the country, aptly named BEAM TOWN, where guests will experience "The Stuff Inside" movement first hand.  Throughout the summer, consumers will be able to meet those with "The Stuff Inside" at BEAM TOWN events and continue the discussion in person.  
 
Energy BBDO led all creative design for "The Stuff Inside" print advertisements and point-of-sale collateral.  Zezza Network was responsible for all website and social media development.  All print, online and out-of-home media buys were coordinated by Starcom Worldwide.
 
Jim Beam prides itself on more than two centuries of quality and integrity - whether it's the bourbon inside the iconic bottle or the person or organization that stands behind it.  Jim Beam is championing "The Stuff Inside" wherever it's found and wants to know what that means to you.  Join the conversation at TheStuffInside.com.