Jim Beam® Honey, a new Kentucky Straight Bourbon Whiskey infused with real honey and liqueur, is distressed by the current plight of the honey bees. A condition called Colony Collapse is causing honey bees to die at alarming rates. Fewer bees means less honey. Something needs to be done. As passionate honey lovers and bee advocates, Jim Beam Honey has hired legendary “Seinfeld” attorney, Jackie Chiles, to “sue” honey’s other biggest fan – the bears. That’s right – it’s time for bears to cease and desist from their rampant honey theft.
“Bears are egregious, devious, and just plain mischievous!” says Chiles, who has not represented a case since his “Seinfeld” days. “I’m here to go on the record – with Jim Beam Honey as my witness – to ensure that sweet, mouth-watering justice is served!”
Jim Beam is inviting fans 21 years and over to follow Jackie Chiles in his quest to sue the furry foes by using the #suethebears hashtag on Twitter. While Jackie fights the bears, Jim Beam Honey is focused on saving the bees. For every Tweet using the #suethebears hashtag on Twitter, Jim Beam Honey will donate $100 to the Pollinator Partnership (up to $25,000). Related content is being released on Facebook, Twitter and YouTube along with a series of editorials on BuzzFeed. A set of interactive games at jimbeamhoneybear.com provides an opportunity for fans to virtually take on the bears.
The comedic Jackie Chiles campaign is connected with Jim Beam’s serious campaign to fight Colony Collapse Disorder in the USA. This winter marked among the highest death rate of bees ever documented and without bees to propel the pollination process, U.S. agriculture may face some serious threats. About one third of bees in beehives across America were reported missing or dead over the 2012/2013 winter season, according to a recent survey of commercial beekeepers. To support honey bees, Jim Beam Honey is funding research toward Colony Collapse Disorder through a donation to the Pollinator Partnership, the world’s largest nonprofit organization dedicated exclusively to the protection of pollinators.
The Jim Beam Honey lawsuit campaign was developed at Edelman by creative director Alex Abraham, copywriter Michael Fry, producers Lauren Scheuer, JP McIntosh and Erica Hilbert.
Jackie Chiles is played by Phil Morris.