Bleacher Report Exclusive: "Save Our Name" Ad Hits a Home Run for Wrigley Field

Beam Global Spirits & Wine, Inc. a global leader in premium spirits, and Jim Beam®, the world's number one selling bourbon, are sponsoring a marketing campaign in support of Wrigley Field.

Jim Beam has unveiled its newest ad outside Wrigley Field which asks fans to "Save Our Ballpark's Name." The prominently displayed out-of-home execution urges fans to sign a petition at SaveOurName.com to save the name, Wrigley Field.

As we know, the current Cubs owner, Sam Zell, has indicated that he may be willing to sell the naming rights to our ballpark. Representing quality and character, Wrigley Field stands for the same traits that Jim Beam is committed to when it comes to its bourbon.

Jim Beam will support keeping the stadium name intact through an out-of-home advertisement in Chicago, at the intersection of Addison Street and Clark Street, directing fans to sign an online petition at SaveOurName.com, along with guerrilla marketing promotions, such as t-shirt and bumper sticker giveaways throughout Wrigleyville and during popular Chicago summer festivals.

So you get the idea—a lot of us Cubs fans believe since our ballpark is special, so is the name. And so if you go out to the website, you can join Beam in teaming up with other local fans to collect signatures protesting the sale. The more signatures they collect, the stronger the message to the team owners: Don’t sell the name. It’s wrong. It’s selfish. And we won’t stand for it. 

I mean, can you imagine McDonald's Field, where an angioplasty is served with every ticket sold? Or, Pepto Bismal stadium? At least that might help settle our stomachs after a particularly tough loss. But we don't want some corporate, antiseptic name ruining the tradition that has stood since 1914, do we?

In a B/R exclusive, I had the opportunity to engage in an e-mail interview with Jason Falls and Kate Laufer. Jason is a representative of the marketing agency Doe Anderson, while Kate is with Beam Global Spirits & Wine. Kate was kind enough to have her CMO, Rory Finlay, answer a few questions for us:

The "guerrilla" marketing—do you have specific dates when those give-aways at Wrigley are planned?
 
In addition to the “Save Our Ballpark’s Name” billboard, we will support keeping the stadium name intact through guerrilla marketing promotions, such as t-shirt and bumper sticker giveaways throughout Wrigleyville and during popular Chicago summer festivals.  

For the home games on Tuesday, 6/24 and Wednesday, 6/25 our street team collected signatures for the petition to save the name and keep the “Stuff Inside” at the park —to be delivered to Sam Zell & the Tribune Company. We also handed out “Save Our Name” t-shirts and bumper stickers for supporters in Wrigleyville.

We collected over 2,243 total signatures! We are working on more street team events in Wrigleyville during July/August, including: a Text messaging campaign, Save Our Name banner/poster blitz in Wrigleyville, a cocktail feature in Wrigleyville bars and restaurants —“Save Our Name” Beam & Coke, and promotions to keep collecting petition signatures.
 
Did the decision to invest in Wrigley's reputation have anything to do with the success of the club this year and/or expectations for a potentially historic season?

We wanted to give our hometown a sneak peek of our newest advertising campaign, “The Stuff Inside”, with the unveiling of a billboard outside Wrigley Field asking fans to “Save Our Ballpark’s Name,” at the intersection of Addison Street and Clark Street.

Wrigley Field is more than just a ballpark but an iconic landmark that has come to represent the life and heart of Chicago. As a local Chicago company, we recognize the true character and heritage of this landmark and wish to support and champion it in any way we can.

Over the last two centuries, we’ve stayed true to our core values and what matters most to us.  Having “The Stuff Inside” means acting with character—doing the right thing because it’s the right thing to do; helping others who are less fortunate; or persevering through a struggle. We have supported Wrigley Field for all of these reasons. 
 

Will the billboard be up all season and just this year only? 

The billboard will be up though late August. 

Did you / are you planning to talk to or get any quotes / involvement from players or Cubs management? If a player hits the sign will they get a free case of Beam??

We haven’t had any conversations with the Cubs yet, but we are open to working something out with them.

So come on, Cubs Community, let's show the same spirit that Red Sox nation showed when they saved the name of Fenway Park. Sign the petition and save the name.

In any event, be sure to check out saveourname.com—you will have fun going through the many comments this debate has generated. Come to think of it...after 100 years we may need a drink or two of Jim Beam.