Jim Beam, the world’s number one bourbon and enduring American icon, announces 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.
“We started this process by going back to our heritage as a brand crafted through the generations by the first family of bourbon,” says Jim Beam Global Brand Vice President Veronique Mura. “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.”
Launching today in the U.S., 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 captures a moment of human connection by showcasing a community united in a spontaneous moment of joy – whether at a bar with close friends or ones you’ve just met – that reflects the welcoming spirit of Jim Beam.
Honoring the DNA of the brand, the refreshed visual identity started with an exploration of Jim Beam through the generations. It continues the down-to-earth warmth and welcoming informality that the brand is known for. From its logo featuring the iconic rosette, packaging, website and all consumer touchpoints, the visual identity will debut in the U.S. and Japan in June and then follow globally.
The new campaign will be featured across all media channels, including broadcast, streaming, digital and social.
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.
Credits
Client
Jim Beam
Agency
Leo Burnett Chicago
Britt Nolan, president, chief creative officer
Ashley Geisheker, EVP, head of production
Kieran Ots, Dustin Tomes, EVPs, executive creative directors
Evan Schultz, SVP, creative director
Beth Dolnick, sr. producer
Sean Logan, sr. strategist
Production Company
Biscuit Filmworks
Noam Murro, director
Shawn Lacy, partner/managing director
Andrew Travelstead, exec producer
Sean Moody, head of production
Jay Veal, unit production manager.
Production Services
The Lift, Mexico City
Avelino Rodriguez, founder
Jose Barrera, managing director
Magali Sagarra, sr. producer
Editorial
Work Editorial
Stewart Reeves, editor
Michael Hillman, assistant editor
Remy Foxx, exec producer
Gabrielle Page, head of production
Music
Comma Music
Sync and Executive Producer: Bonny Dolan
Sync and Producer: Lily Shallow
Creative Director: Larry Pecorella
Post Audio: Comma Music
Producer: Lily Shallow
Sound Design & Mix: Larry Pecorella
Media Agency Starcom
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