While there have been a lot of voice assistant ads, ours was first. I also got to try out product design.

JIM, voiced by Jim Beam’s master distiller, answered all of life’s burning questions…with a shot of whiskey.

JIM was an instant phenomenon. Fortune dubbed it “like Amazon Echo, but better.” Thrillist declared JIM “the most urgent gadget of the year.” “Watch out, Alexa,” warned Maxim, and CNET described JIM best, as a “fever-dream crossover between an Alexa device and a whiskey decanter.” Similar raves and shock came in from hundreds of online and broadcast outlets including NPR, Yahoo!, Food & Wine, The Verge, USA Today and AdAge, generating more than 370 million impressions. All that media attention fueled significant chatter on social and JIMs sold out in less than an hour.