Qorvis was Beam Global’s agency of record beginning in January 2006, following Beam Global’s acquisition of Allied Domecq. Qorvis works on behalf of Beam Global’s many brands and products (Maker’s Mark, Courvoisier Cognac, Jim Beam and Sauza Tequila, among other spirits), and Beam Global’s corporate communications and social responsibility programs. One of our major tasks was to tell the individual brand story while offering a portfolio point-of-view that supports the corporate brand reputation. Because several Beam brands compete in the same category (Jim Beam, Knob Creek and Maker’s Mark are all bourbons), our strategy was to drive consumer news coverage for all products. By establishing a Consumer News Bureau, we built brand awareness for the entire Beam Global portfolio.
We developed eight themes focusing on holidays, major consumer events and current trends. We invented memorable cocktails including:
- The Dream Girl-Sicle (Academy Awards)
- The Final Whack (Sopranos)
- The Dwight Delight (Emmy Awards)
- The Global Warmer (Year in Review)
By leveraging current events and offering consumers ideas for new recipes, we successfully secured coverage in lifestyle sections in top-tier publications.