We made Jimmy’s more than a drink; we made it a symbol for ‘positive energy’.
The organic ingredients already supported the claim of a ‘more positive’ energy drink – now all we had to do was make Jim himself the spokesman and spiritual leader of that philosophy -through a fresh new positioning, a full-on social media bombardment, and not-just one but TWO full-length rap videos. Yes, you read that right.
Our Jimmy’s Iced Coffee campaign film was initially aired across Jimmy’s social channels, where it gathered 500,000 view in the first few weeks. This led to a Behind The Scenes feature on BBC South, and an exclusive in Marketing magazine.
Channel 4 read about the video in Campaign and asked to run the whole three and half minute film during ad breaks on E4, 4Music and Smash Hits! 1.7 million views later and Jimmy is stocked in all major supermarkets. He is currently selling one iced coffee every 5 seconds!
