The objective of this Award Winning (2012 MIN Marketing Award) was to organically integrate Jim Beam’s Devil’s Cut into Mardi Gras to celebrate the launch of its’ new brand. This was accomplished by commissioning a Devil’s Cut hand-crafted float by the legendary Blaine Kern Studios and partnering with one of the most coveted and prestigious parades of Mardi Gras. The float, seen by millions both locally and via live broadcast rolled through updown and downtown New Orleans and eventually into New Orleans Convention Center for an 8000 person Black tie event where party-goers enjoyed complimentary samples of Devil’s Cut served by a team of Devil’s Cut and Maxim Models.