When Energy BBDO began working with Jim Beam Brands in 2003, Jim Beam was facing fierce competition within the spirits category in addition to the resulting consumer apathy. The task of restoring the soul of this classic bourbon was made easier with a brand as rich in tradition as Jim Beam. We started by exploring the heritage of Jim Beam bourbon, which has stood for authenticity and craftsmanship since its inception. The new campaign – “The Stuff Inside Matters Most” – reflects that spirit. Following the launch of the campaign, Jim Beam experienced an immediate turnaround in sales and received wide-spread recognition by the media and in the trade, including earning the title of “Comeback Brand of the Year” in the spirits category in 2004 by the highly influential trade publication, the Adams Handbook.