Jim Beam's New Global Campaign Focuses on People

Jim Beam, the world's No. 1 bourbon and enduring American icon, launched 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.

"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," said Jim Beam Global Brand Vice President Veronique Mura.

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.