Jim Beam reveals new look in campaign featuring 'Sweet Caroline'
“People Are Good For You” highlights authenticity and warmth, VP says.
Koichiko
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A woman walks into a spontaneous barroom singalong of “Sweet Caroline” in a spot that kicks off a new global ad campaign for Jim Beam.
The “People Are Good For You” campaign also includes a refreshed visual identity for the Jim Beam bottle, as well as its website and point-of-sale materials. The new campaign and the new look were inspired by the heritage of the 227-year-old brand, particularly its authenticity and warmth, said Vero Mura, global brand VP for Jim Beam, which is owned by Beam Suntory.
Mura in an interview said the campaign was meant to “reinvigorate” the brand and by extension, the bourbon category, driving an emotional connection between the product and its fans, old and new.
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