Jim Beam has announced the launch of its new global brand campaign to celebrate the notion that “People Are Good For You.”
The campaign, which includes a new website and advertising, accompanied by the rollout of a new visual identity and packaging, kicks off the brand’s strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers.
Launching today in the US, the new spot, including :15, :30, and :60 second versions, marks the start of a global campaign for Jim Beam that will debut in additional markets later this year. Set to the tune of one of the most iconic connection songs, ‘Sweet Caroline’ by musical artist Neil Diamond, the spot leans directly into the new campaign ethos that people are good for you.
The ad was directed by Noam Murro with creative by Leo Burnett and the new Jim Beam visual design was created in partnership with Turner Duckworth.
The new campaign will be featured across all media channels, including broadcast, streaming, digital and social.
Jim Beam global brand vice president Veronique Mura said: “We started this process by going back to our heritage as a brand crafted through the generations by the first family of bourbon.
“Jim Beam is an iconic brand that has celebrated the power of human connection for over two hundred years, going back to the front porch of the Beam family home where everyone was welcome. Our new global brand campaign puts our authenticity and warmth on full display and reminds audiences that there’s no feeling more special than being around other people.”
