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Making History at Bondi Beach



Jim Beam pays tribute to a great Aussie Icon by unveiling a giant Esky cooler

Making History at Bondi Beach


As the sun rose on Bondi Beach this morning, there was a slight change in the water temperature, as Jim Beam made history by turning the iconic Bondi Icebergs Pool into the world’s largest ESKY® cooler.  The desire to set this record stems from the earliest values of founder Jacob Beam (1770 – 1834) – a pioneer and a man with history-making vision.
Today, Jim Beam is the world’s number one bourbon and makes history everyday. What better way to continue the trend than by championing true icons of the Australian lifestyle, Bondi Beach and the ESKY® cooler.
Members of Channel Ten’s Bondi Rescue cast joined Bondi locals and intrigued passers-by this morning to marvel at the new Bondi skyline and unveil the gargantuan structure to the public.
The idea for the World’s largest ESKY® came from independent Sydney advertising agency The Works who are using it to film part of a television commercial to be released in April.
Fred Noe, great-grandson of Jim Beam says, “At Jim Beam we take our bourbon making seriously, we felt the world’s number one bourbon deserved something, and somewhere, special to keep it cold – and where better than the world’s largest ESKY® cooler at Bondi Beach.
“In our family of seven generations of distillers, we don’t just say we’ll make history – we actually do it.” Continues Noe.
The huge structure took days to build and boasts some pretty impressive stats:
·       The ESKY® cooler (measuring 36m by 15m) will be filled with approximately 2 million litres of water.
·       Over 500 giant ice cubes.
·       The giant structure will hold 33 supersized Jim Beam cans (1960mm diameter at a height of 3920mm).
·       This ESKY® cooler has been designed to work with the infrastructure of the iconic pool – the water will float the cans, and ice, to the optimal level to give the perception that the giant cans can be easily grabbed.
When the Beam family started making bourbon in 1795 they never set out to make history, they just set out to make bourbon the way they thought it should be made. Over 200 years and seven generations later, nothing’s changed about the way Jim Beam makes bourbon – same recipe, same family, same attitude.
In 2013 Jim Beam goes back to where it all began, celebrating the passion that goes into crafting the liquid that’s part of any historic occasion, big or small. That’s why the world’s number one bourbon deserves something, and somewhere, special to keep it cold – so we built the world’s biggest ESKY® cooler at iconic Bondi Beach, a world first that will be captured and shared with our family of devoted Jim Beam fans.
Keep a look out for the next part of the story as the Jim Beam Since 1795 campaign continues throughout 2013.


Credits: Advertising Agency: The Works; Media Agency: Unity; PR: Adhesive PR; TVC Production: Exit Films; Engineering: Big Kahuna Imagineering.
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