.. CASE 17 [JIM BEAM] .. Marketing Objectives: To design new product beverages for specific target segments for Jim Beam. To develop macro-buzz communication platforms for those new products. Process: Worked with Marco Marsan from Marco Polo in an ideation and product development session over 2 days in Las Vegas. Provided Cultural Anthropology Consumer Insight and Trend Framework Forecasting to help design beverages based on sub-cultural consumer segments touch-points. Results: Produced 25 New Beverages for Jim Beam that appealed to specific consumer values, needs and lifestyles including bottle shape, mixture contents, name, top-line marketing tactics and potential product diffusion pathways.