Dive Brief:
- Mila Kunis, the extraordinarily beautiful actress best-known for her role as a teenage heartthrob in "That 70s Show" television series, is the new face of Jim Beam, a 200-year old brand most commonly consumed by people who actually were teenagers in the 1970s.
- Kunis is shooting three commercials for Jim Beam, all of them under the "Make History" tagline.
- Kunis' hiring is the latest in a series of moves by food and beverage companies to try to win over Gen Y consumers.
Dive Insight:
Congratulations to Jim Beam, which seems to have done something that so few other brands have done: Find a Gen Y celebrity with a personal brand that matches the corporate brand.
Kunis projects a low-maintenance and approachable personality that stands in striking contrast to most of her peers. Just as Jim Beam projects an accessibility that stands in striking contrast to the drinks peddled by Sean "Diddy" Combs.
We've loved Mila for a long time. But we knew our love was real when we saw her in this quirky, charming, hilarious interview video from the BBC that went viral last year. And if they can get her to spend some time on the Bourbon Tour, we'll be there.