Jimmy’s Iced Coffee, the family-owned range of ready-to-drink iced coffees, have just dropped their second full-length coffee-themed rap, titled ‘Who Got The Beans’. Starring the face (and musical stylings) of Jimmy’s brand, Jim Cregan, this summer anthem is a friendly challenge to encourage everyone who hears it to believe in themselves and chase their dreams.
Created by innovation consultancy Fearlessly Frank and produced by Deadbeat films, the rap sees Jim channeling Eminem in Eight Mile (if Eminem made FMCG drinks and lived in Bournemouth instead of Detroit.)
Over 3 minutes, the bearded “coffee Mad Max” tells the story of how a proud Dorset lad went from “surfing and napping” to donning a “snapback and an attitude” and “shaking the foundations of this whole industry.” As well as lovingly spoofing old-school hip-hop, Jim reminds people that they, too, can follow their dreams.
Five years ago, the brand was being tested out in the back of his sister’s café in Bournemouth and today is set to exceed sales of 4.5m units this year with one carton sold every seven seconds. Combine this with Jim’s regular gigs on the teaching and lecture circuit, he is well versed to use his own story to inspire others.
The rap is in keeping with Jimmy’s continual use of marketing innovation to inspire and raise awareness of the brand, and follows the success of 2015 seminal hit ‘Keep Your Chin Up’ which achieved over one million views on YouTube.
After the success of 2015’s award-winning “Keep You Chin Up,” Jim is now taking the positive energy to the next level, stating: “We are totally pumped to be issuing a second rap track to keep spreading positive energy. From ‘Keep Your Chin Up,’ which was a shout out to our friends and supporters and ambitions for the future, this track is all about inspiring the next generation.”