Jim Beam
Connected Product, Campaign & PR
Shorty Awards Winner
Smart decanter — connected spirits hardware, campaign, and earned-media launch.
A connected decanter that knows what is in it and how much is left, paired with a companion experience for hosts. MagicCo carried the idea beyond the product through campaign development and PR designed to turn the innovation into a broader brand story.
- Challenge
- Modernize a classic decanter as a voice-first experience without relying on Alexa or Google Home, while making the innovation culturally relevant to a new generation of whiskey drinkers.
- Solution
- MagicCo designed and prototyped JIM, an AI-enabled bartender with its own ‘Hey Jim’ wake word. On-device voice recognition translated spoken commands into a precise mechanical pour, without Wi-Fi or cellular service. MagicCo also developed the campaign and PR launch.
- Results
- The largest PR campaign in the whiskey company's history generated 100 million impressions. The units sold out online within hours and brought the brand into the connected-home conversation.
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