“Saturday Night Live” funnyman
Kenan Thompson stars in a new campaign for Jim Beam that anticipates football fans’ potential disappointment post-Super Bowl.
The “Refresh Your Season” effort, which breaks Dec.
25 during NFL games on Netflix, features comedian Thompson “encouraging fans whose teams have fallen short of victory to hit the refresh button with a Jim Beam and lemonade,” according to
the brand.
“Jim Beam has always been there for the moments that bring people together — whether it’s victory or defeat,” says Regan Clarke, vice president of American
Whiskey, Suntory Global Spirits, in a release. “With ‘Refresh Your Season,’ we’re celebrating the joy of connection, good company and great bourbon. Kenan brings the spirit of
fun and resilience to life, showing fans that even when the score isn’t what you hoped for, there’s still plenty to celebrate.”
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The campaign consists of a TV spot and social
videos starring Thompson as a comedic bartender in a sports bar. As customers appear glum after watching their team lose, Thompson pumps them up by pointing out they can now watch the rest of the
playoffs “stress-free” with a Jim Beam and lemonade in hand.
According to the brand, the campaign builds on the “refreshment strategy” introduced earlier this year,
which highlights Jim Beam’s “plus one” drinkability (all you need is one part Jim Beam + a mixer.)
The campaign will continue to roll out in 2026 with streaming, digital and
social media executions. Additional consumer extensions will be released in the coming weeks leading up the Super Bowl “to help reach and engage passionate fans nationwide,” per the
brand.