Jim Beam campaign focuses on connections

Beam Suntory has launched a global campaign to reignite the ‘emotional connection’ between Jim Beam Bourbon and its next generation of drinkers.

The campaign, called ‘People Are Good For You’, comprises a new website and advertising, alongside a new visual identity and packaging.

“We started this process by going back to our heritage as a brand crafted through the generations by the first family of Bourbon,” said 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.”

The campaign launches on 1 May in the US, with 15-, 30-, and 60-second spots.

The campaign will roll out to additional markets later this year.

Set to the tune of Sweet Caroline by Neil Diamond, the ad aims to communicate the human connection within a community, which ‘reflects’ the ‘welcoming spirit’ of the Bourbon brand.

The touched-up packaging is inspired by Jim Beam ‘through the generations’.

In March, Jim Beam Orange debuted in the UK via supermarket Asda.

Beam Suntory expanded its Jim Beam range with a limited edition Bourbon-based cream liqueur in 2021.

In February, Beam Suntory reported a ‘strong’ sales rise in 2022, owing to the success of its spirits and growing ready-to-drink (RTD) portfolio.

In the same month, The Blend, Beam Suntory’s global trade engagement platform, also launched a photography exhibition via its trade advocacy programme to mark World Bartender Day (24 February).