you call the shots
challenge
Reimagine a Suntory Global Spirits brand—Roku, Jim Beam, On The Rocks, or Maker’s Mark—as a credible non-alcoholic offering that stays true to its legacy while appealing to Gen Z’s moderation mindset. Create a refreshed identity and brand activation that make non-alcoholic drinking just as compelling as the original.
big idea
Bourbon & whiskey can be enjoyed your way—you call the shots. Now, that includes choosing with or without the kick. Whether classic or non-alcoholic, the depth and richness stay the same—it’s all about what suits you.
concept
A bold campaign empowering consumers to enjoy Jim Beam their way—with or without the kick. It comes to life through striking Instagram visuals, out-of-home activations, and a special edition shot glass, reinforcing choice at every sip.
