40 Under 40 2017: Dan Cohen

PR director, Beam Suntory, 37

When Beam Suntory wanted to make a splash for its spirits, Dan Cohen made history. Cohen’s aggressive buzz-building efforts helped drive positive business results for the company’s highest priority products including Jim Beam, Sauza Tequila, and Suntory Japanese whiskies.

Cohen spearheaded the launch of Jim Beam’s first global marketing campaign, Make History, featuring actress Mila Kunis, with integrated PR efforts across 200 countries. It was the most successful PR campaign in the brand’s history. He oversaw the breakthrough Jim Beam Apple Watch campaign, which successfully disrupted the pop-cultural conversation and received a Gold Distinction and Audience Honor at this year’s Adweek Shorty Awards.

He nabbed celebrity partnerships for activations utilizing multiple brand partners including Bethenny Frankel, founder of Skinnygirl Cocktails; Justin Timberlake, founder of Sauza 901 Tequila; 50 Cent, Effen Vodka brand partner; Kunis; Adam Richman, TV personality; Montgomery Gentry, a Grammy nominated country band; Michael Symon, celebrity chef; and Kid Rock, Grammy nominated musician.

Whether supporting a "get the girl" lifestyle brand with a massive PR budget, a tiny craft spirits brand with limited awareness and distribution, or the world’s largest bourbon brand, Cohen continues to drive unique and clever PR programming to deliver strong earned media coverage and social engagement and contribute to business growth.

  • Cohen drove successful launch programming efforts for Red Stag, the number two spirits innovation of 2008, and most successful brown spirits launch of the past 10 years.
  • He was promoted three times in just over three years at Edelman, where he oversaw programs in an $8 million account for best-selling men’s personal care client Axe.
  • For Axe, Cohen developed and managed successful brand-building programming, including a Smoke-Free Bars campaign to generate exposure for body spray efficacy and a Product Roast at the Friars Club hosted by SNL alum Colin Quinn.

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