Jim Bean recognizes Raashan Ahmad & the Crown City Rockers

A crusade has begun. Jim Beam®, the world’s number one selling bourbon, is thinking outside of the bottle in an entirely unconventional way by starting a movement to recognize, support and celebrate true character. By investing their multi-million dollar marketing budget into the success of selected individuals and organizations that represent the “Stuff Inside”, (www.thestuffinside.com) Jim Beam is turning conventional marketing on its head.

This approach is not focused on the generation of sales. As the number one bourbon brand in the world, with 96% brand awareness in the United States, Jim Beam doesn’t need to tell consumers who they are and what they stand for. Jim Beam prides itself on over 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 recognizing those who embody the spirit of 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. By supporting real-life people and organizations in non-traditional ways, Jim Beam is putting timeless values into a context that makes them contemporary and relevant to today’s consumer.

Nu-Soul artist Raashan Ahmad’s hip-hop band the Crown City Rockers was recognized for this very special campaign!

~ by nusoulmagazine on June 16, 2008.

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