Jim Beam announces the launch of its new global brand campaign to celebrate the notion that “People Are Good For You.” The campaign, which includes a new website and advertising and 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.

Launching today in the U.S., 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 brand’s DNA, the refreshed visual identity started with exploring Jim Beam through the generations. It continues the down-to-earth warmth and welcoming informality for which the brand is known. 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 follow globally.

The new campaign will be featured across all media channels, including broadcast, streaming, digital and social.

The ad was directed by Noam Murro with creative by Leo Burnett and the new Jim Beam visual design was created in partnership with Turner Duckworth.

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