Jim Beam has unveiled a brand new marketing campaign geared toward soccer followers, which is a humorous tackle the woes of post-game defeat. It’s a partnership with comic, author, and producer Keegan-Michael Key, who’s finest generally known as a co-star within the comedy sequence “Key & Peele.” His involvement isn’t an easy name-on-a-bottle partnership, however is centered round a humorous play on the seven levels of grief dubbed the “7 Phases of Defeat.”
Key, a longtime Detroit Lions fan, summons his comedic abilities to deal with every of these levels by means of a sequence of sketch comedy skits. The purpose is to show the bitterness of defeat into a chance to giggle it off and revel in a dram. The largest draw is a tangible Jim Beam branded “care package deal,” a smooth all-black field, which when opened reveals objects immediately tied to every of the seven levels of defeat outlined as: Shock, Denial, Anger, Bargaining, Woe, Rebuilding, and Acceptance.
Lacking from the listing of things within the package deal is a bottle of Jim Beam Black, the flagship whiskey touted because the collaboration’s inspirational expression given its age assertion of seven years. As a substitute, recipients will discover amusing trinkets resembling a bobblehead, mini chocolate soccer and mini hammer, bourbon-scented candle, and a observe from Key. A black customized Jim Beam jersey designed by sportswear model Mitchell & Ness can be discovered inside, in addition to a equipment to create the campaign-exclusive Get ‘Em Subsequent 12 months cocktail. It consists of 1 half Jim Beam Black, three components ginger ale, and some drops of the aptly named No Must be Bitter bitters.
The jerseys aren’t restricted to the care package deal. An opportunity for followers to win the care package deal kicks off on 7stages.jimbeam.com on days following the NFL Divisional playoffs, Champanionship Video games, and Tremendous Bowl (January twentieth, twenty seventh, February tenth) at 12pm ET / 9am PT. Key’s sketches can even be posted on Instagram @jimbeam, with extra anticipated media protection to come back in TV, streaming, digital, social media, and eCommerce.
