Jim Beam Launches New Global Campaign “People are Good for You”

Jim Beam and Leo Burnett launch new global campaign, that uses the power of human connection to drive emotional connection with the next generation of consumers

Jim Beam, the world’s number one bourbon, has brought people together for more than two hundred years as an accessible spirit that’s made for everyone. As the world evolves and things change, one human value remains the same – people are essential to our lives and there is tremendous power of being around one another. To channel this ethos, Jim Beam has launched new global campaign “People are Good for You,” reinvigorating the brand’s strategy and driving brand relevance for the next generation of consumers.

“Jim Beam’s new platform gives fresh energy to a point of view that’s always been at the core of this iconic brand’s DNA: People are good for you,” said Britt Nolan, President and Chief Creative Officer of Leo Burnett. “We’re very proud to put work into the world that’s genuinely optimistic and uplifting.”

Leo Burnett has developed a fully integrated creative campaign which includes new spot that features a sing-a-along to American favorite, Sweet Caroline.

The campaign is supported across all media including TV, digital, social, and OTT and includes a new visual identity and packaging led by Turner Duckworth.

“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,” says Jim Beam Global Brand Vice President Veronique Mura.