In 2022, Jim Beam initiated a marketing initiative named "Kentucky Hug PJs." The term "Kentucky Hug" is widely recognized among bourbon enthusiasts. The concept aimed to produce a collection of pajamas designed to provide a sense of comfort for individuals spending the holidays alone.

Sprint 1: Personas

  • Whiskey Enthusiast

    Name: Mike Johnson
    Age: 45
    Occupation: Financial Advisor
    Location: Nashville, TN
    Background: Mike is a financial advisor who has a deep appreciation for fine spirits, especially whiskey. He enjoys hosting whiskey tasting events for his friends and is a member of several whiskey clubs. Mike likes to collect unique whiskey-related items and often indulges in themed products that reflect his passion.

  • Comfort-Seeking Pro

    Name: Laura Bennett
    Age: 37
    Occupation: Marketing Executive
    Location: Denver, CO
    Background: Laura is a marketing executive who leads a busy and often stressful life. She values her downtime and enjoys relaxing at home with a good drink. Laura is always on the lookout for comfortable yet stylish loungewear and appreciates unique, branded items that reflect her tastes.

  • College Student

    Name: Jake Miller
    Age: 22
    Occupation: College Student
    Location: Austin, TX
    Background: Jake is a college student who loves to have fun and enjoys socializing with his friends. He often hosts or attends parties and likes to stand out with unique and playful fashion choices. Jake appreciates branded merchandise from his favorite brands and enjoys incorporating them into his everyday life.

Sprint 2: Wireframes

Early Concepts

The project was exceptionally challenging because we had to develop wireframes without any knowledge of the eventual appearance of the final images. Moreover, we lacked the necessary creative assets to begin with, so we put in a tremendous amount of effort with very little information. However, once we finally obtained the final assets, we were able to encapsulate the essence of the campaign. I was then able to use Figma to prototype a website and a mobile app.

Final Sprint:

AFTER THE LAUNCH

AFTER THE LAUNCH

After launching these pajamas, they quickly gained widespread attention from major news outlets such as CNN, Entrepreneur, and Masslive. The product sold out within minutes, effectively propelling Jim Beam into the spotlight just in time for the holidays. Collaborating on building their set, as well as assisting with the development of the landing page and marketing strategies, was a truly gratifying and prestigious project to be involved in.