At a time when the role of men and the relevance of masculinity is in question there's only one brand with the authority to silence the debate and take a stand for real men - Jim Beam bourbon. By asking men, women and anyone else to call us whenever manhood is doubted we have the perfect call to action. Our parody of the 'self-help' telephone line is a fresh idea for any liquor brand and confirms the leadership status of Jim Beam. Its fun, it spreads like wildfire, and translates into immediate sales and frantic telephone response.

Sold 5.4 million additional cans of Jim Beam, raised market share 4.3% and generated $3.4 million additional gross profit or a 70% return on the cost of the campaign. In only 3 months 39,000 calls were received and were still coming in 6 months after the campaign ended. Commenting in a famous men's magazine featuring the remarkable response our client explained "in the history of this brand this is the first time we have created a social movement that keeps the nation laughing whilst they buy more and more of our product, it's the perfect outcome".