In short
Jim Beam is the best-selling bourbon in the world. But in Belgium? Barely on the radar. With bourbon still relatively niche and brand awareness low, Jim Beam needed more than just a product push.
So we tapped into something very Belgian: underrated talent. People who are top of their game but barely known to the public. Just like Jim Beam.
The challenge
Jim Beam had everything: heritage, craftsmanship, a killer product, but zero awareness in Belgium.
The insight
Belgians don’t fall for hype, but we do root for underdogs. We embraced Jim Beam’s invisibility and flipped it into a strength. Because being number one isn’t about shouting the loudest. Sometimes, it’s about knowing what you’re made of and letting the right people speak for you.
The outcome
Supermachine launched “#1 but not famous”: a campaign that celebrated Belgium’s best-kept secrets. We partnered with craft-driven influencers who, like Jim Beam, are exceptional at what they do but still fly under the radar.
The world’s #1 bourbon, dedicated to the #1s you’ve never heard of.
Looking to make noise without shouting? Let’s talk: hello@supermachine.be
