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Beam Suntory’s flagship brand, Jim Beam, was in the midst of strengthening its brand on Amazon through a ‘premiumisation’ strategy. That meant its online presence had to be of exceptional quality, superior storytelling and excellent execution across the Amazon digital funnel.
One of the key touchpoints was the development of a set of Amazon brandstores that showcased and elevated the brand portfolio and its key moments of use. Optopus was called upon to initiate the strategy of creating ‘premium’ stores on Amazon in the markets where the brand is present: starting with Brazil.
We worked on improving both the process and the outcome. Using a template approach, we created a unique brandstore that could then be easily localised for further markets ensuring brand cohesiveness and optimising efforts at the same time.
Our experience helped us to create a store that breathed the essence of Jim Beam at all times, but also allowed each product in the portfolio to maintain its own personality. Each bottle of Jim Beam represents a moment, a sensation on the palate, an experience. All of these concepts are transmitted in the new Amazon Brazil store that we created for five of the brand’s SKUs.
The process followed the path of strategy, creative, implementation and testing:
This premium store has been designed for global use, so can be easily and effectively adapted to regional needs (such as portfolio and language) without devoting resources to create a new store from scratch. The Jim Beam store on Amazon Brazil functions as a ‘best-in-class’ example to lay the foundation for future brand stores in other markets.