Dive Brief:

• Jim Beam launched a global 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 new spot in 15-, 30- and 60-second versions is set to the song “Sweet Caroline” by Neil Diamond as a bar full of 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 year.
• The Beam Suntory brand’s packaging has been striped down to emphasize the Jim Beam seal and name. The new look will launch in the U.S. and Japan in June, with a global rollout to follow.

Dive Insight:

Jim Beam’s new campaign focuses on the joy of hanging out with people at a bar and is the latest reflection of a key theme for alcohol advertising in recent months as a number 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 extended lockdowns of 2020 and 2021 have also led to an increase 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 joy of human connection.

“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 Veronique Mura, Jim Beam global brand vice president in a press release.

The new advertisement shows patrons at a crowded bar belting out “Sweet Caroline” by Neil Diamond, as a bartender creates cocktails featuring Jim Beam, the new bottle design on prominent 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 that have undergone a brand refresh in the wake of the COVID-19 pandemic. The new bottle design embraces all-white labeling, ditching the usual black trim.

Togetherness has been a theme for alcohol brands of late. Stella Artois shifted its brand position to better focus on dine-in options, encouraging those to do so with friends. Tequila Don Julio recently announced a continuation of its “Don Julio Cinco” campaign, putting QR codes for the chance to win cash at bars as well as online, showing the brand believes people will once again 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.