Jim Beam Rolls Out Fresh Global Campaign, New Packaging

Beam Suntory has kicked off “People are Good for You,” a new global marketing campaign for Jim Beam. The campaign launched in the U.S. yesterday with 15, 30, and 60 second ads, which will roll out to other markets later this year. The ads were directed by Noam Murro with creative and visual design from Leo Burnett and Turner Duckworth Agency. The campaign is running across all media channels, including broadcast, streaming, digital, and social.

The spots are set to the tune of Neil Diamond’s “Sweet Caroline” and feature bar patrons and friends celebrating being together. In addition to the ads, the brand is receiving a full refresh as part of the campaign, including a new website and an updated label which will roll out first in the U.S. and Japan in June. Including its flavored varieties, Jim Beam grew 4.5% to 11.5 million cases globally last year, according to Impact Databank.—Shane English

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