Guys age 21-29 love bears. Bears love honey. Guys love Jim Beam Honey. Bears steal all the honey, so it’s time to “Sue the Bears.” Who’s the best lawyer for the job? Why, Jackie Chiles of Seinfeld, of course. This viral campaign concieved by Edelman PR was the background for a Jim Beam Honey web series filmed by Octane that delivered 45,000,000 views, elevating Jim Beam’s recognition to the top of Honey Bourbon Brands.