Creative Magazine June/July Issue 2010 : Page 4
PROMOTION AUDIT Jim Beam & Kid Rock Partner To Offer Music Downloads Jim Beam Bourbon and musician Kid Rock are breaking new ground with a new cam-paign with Atlantic Records offering fans exclusive down-loads of the new, unreleased song, “Times Like These” from Kid Rock’s upcoming album. These downloads, available via tear pad or on special edi-tion gift cartons of Jim Beam and Red Stag by Jim Beam, mark the first time a spirits brand and major record label have worked together to distrib-ute new music via a non-tradi-tional retail channel on a mas-sive scale. “Kid Rock’s unique blend of music is a great fit for Jim Beam. We are excited to take our relationship to the next level with this fully integrated program,” said Kelly Doss, Senior Director Bourbons, Beam Global Wine & Spirits. “Kid Rock music downloads are not available online, so this innovative offer rewards Southern Comfort has launched Southern Comfort Lime, a perfect-ly mixed ready-to-pour version of the popular SoCo & Lime bar call. This on-premise solution will keep service easy and quick for bartenders in the demanding on-premise environment and deliver a consistent taste profile for con-sumers. Southern Com-fort Lime is available in 750ml and 1L sizes. “SoCo & Lime is one of the most popular and delicious ways to enjoy Southern Comfort. We have been able to create a perfect balance of these two great fla-vors and in the process made 4 our mutual fans with an oppor-tunity to download their favorite Kid Rock music to enjoy with a glass of their favorite Bourbon this summer.” Ready-To-Go New Southern Comfort Lime Launches serving it simpler for everyone,” said Campbell Brown, VP, Director of the Americas, Southern Comfort. Creative
