Bourbon distiller Jim Beam touts “People Are Good For You” in its latest campaign, which includes a new website and the rollout of a visual identity, launching in June. The ad is accompanied by the Neil Diamond song "Sweet Caroline."

The new work is focused on creating a strong emotional bond between Jim Beam and the next generation of consumers. Creative is by Leo Burnett. The spot was directed by Noam Murro and the visual identity created in partnership with Turner Duckworth.  

The just-launched spot in the U.S. includes 15-, 30- and 60-second versions in broadcast, streaming, digital and social. It marks the debut of a global Jim Beam campaign that will launch in Germany and Australia in the next few months. Poland, India, Brazil, Mexico, South Korea and China will air the work later this year.

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

According to Forbes, Jim Beam White Label, is the world’s most popular bourbon. The company began in the late 18th century — and a member of the Beam family has been at the helm for seven generations. The brand has had several corporate owners over the years. In 2014, it was purchased by Suntory Holdings and Jim Beam's parent company is now Beam Suntory.

“Great brands always seem to have a spirit of place about them. Talking to Fred Noe, the great grandson of Jim Beam, we kept hearing about the Beam family porch. It’s where Beam was first bottled and shared, where traditions were born and where folks came together time and again for more than seven generations,” said Matt Lurcock, creative director, Turner Duckworth London. “Bringing this spirit of the porch together with the unmistakable marks of Jim Beam retained all the brand’s familiarity, but packed it full of warm, honest soul.”

In 2020, Jim Beam Kentucky Coolers debuted in partnership with The Boston Beer Company, offered in four flavors.

Beam Suntory brands include Maker's Mark, Basil Hayden and Knob Creek bourbons, as well as Scotch brands, such as Teacher's, Laphroaig and Bowman. The company also produces Courvoisier cognac and Sipsmith gin.