“The Jim Beam Refresh Your Season,” a new creative campaign, runs into early 2026.
Johannes Leonardo produced the
creative.
Jim Beam knows millions of fans are upset their teams won’t make it to the Big Game. But one thing they can enjoy during playoffs is a new bourbon twist: a crisp Jim Beam and
lemonade.
Debuting during the NFL Christmas Day games on Netflix, the spot features actor-comedian Kenan Thompson as a bartender. As patrons endure their team’s loss, he reminds them
there is a liquid upside. The campaign also streams on JimBeam.com and Instagram @JimBeamOfficial.
In 2026, Jim Beam launches a fully integrated media campaign spanning TV, streaming, digital
and social platforms. The strategy is to own the postseason. In addition, geo-targeted social, Reddit takeovers and a Bussin’ with the Boys partnership will engage fans of eliminated teams in
real time.
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The “Refresh” campaign builds on the brand’s simple “Plus One” approach: one part Jim Beam and your favorite mixer. It also extends the “7 Stages of Defeat” spot from January, in which
Keegan-Michael Key promoted a sweepstakes package.
Regan Clarke, vice president, American Whiskies at Suntory, told Agency Daily: “We grounded the creative in a clear
consumer insight: By the time the playoffs begin, 56% of teams’ seasons are already over, and by the Big Game, that number jumps to 94%. From there, we built a campaign that could authentically
live where those moments happen.
“The campaign is designed to connect with whiskey and football fans (21+) across the U.S., particularly those whose teams don’t end the season the
way they’d hoped. We see an opportunity for Jim Beam to show up in those moments to provide our audience with a sense of belonging, community and optimism.”