- Jim Beam launched a world brand campaign “People Are Good For You” on Monday (May 1) to promote a refreshed visual identity and brand theme, according to a press release.
- A recent spot in 15-, 30- and 60-second versions is set to the song “Sweet Caroline” by Neil Diamond as a bar filled with people sings along, emphasizing the importance of human connection. The campaign will air across broadcast, streaming, social media and digital channels. It is set to launch in additional markets later in the 12 months.
- The Beam Suntory brand’s packaging has been striped down to emphasize the Jim Beam seal and name. The recent look will launch in the U.S. and Japan in June, with a world rollout to follow.
Jim Beam’s recent campaign focuses on the enjoyment of hanging out with people at a bar and is the most recent reflection of a key theme for alcohol promoting in recent months as a lot of brands emphasize the social aspect of drinking, leaning into the return to on-premise gatherings.
However, despite the reopening of bars and restaurants, at-home drinking and dining have also been on the rise. The prolonged lockdowns of 2020 and 2021 have also led to a rise in social anxiety. Today (May 2), the U.S. Surgeon General Dr. Vivek Murthy put forth a framework for supporting social connection amid an “epidemic of loneliness.” Jim Beam’s “People Are Good For You” campaign seems to address similar concerns by highlighting the enjoyment of human connection.
“Our recent global brand campaign puts our authenticity and heat on full display and reminds audiences that there is no feeling more special than being around other people,” said Veronique Mura, Jim Beam global brand vice chairman in a press release.
The recent commercial shows patrons at a crowded bar belting out “Sweet Caroline” by Neil Diamond, as a bartender creates cocktails featuring Jim Beam, the brand new bottle design on outstanding display. As the singing continues, an anxious woman enters the bar, smiling as she joins the festivities.
Amid a period of growth for the bourbon cateogry, Jim Beam is taking after other brands which have undergone a brand refresh in the wake of the COVID-19 pandemic. The recent bottle design embraces all-white labeling, ditching the standard black trim.
Togetherness has been a theme for alcohol brands of late. Stella Artois shifted its brand position to higher concentrate on dine-in options, encouraging those to achieve this with friends. Tequila Don Julio recently announced a continuation of its “Don Julio Cinco” campaign, putting QR codes for the possibility to win money at bars in addition to online, showing the brand believes people will once more gather in bars.
The visual refresh was designed in partnership with Turner Duckworth. The ad was directed by Noam Murro with creative by Leo Burnett.
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