Jim Beam launches new packaging and visuals in latest global campaign

Bourbon brand Jim Beam has revealed a new visual identity and packaging as part of a new global brand campaign aimed at bringing to life to importance of real human connections.

Titled 'People Are Good For You', the campaign also features a new website and advertising strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers.  

The campaign launched with a new spot by the alcohol brand that has been set to the tune of Neil Diamond's Sweet Caroline and which was directed by Noam Murro with creatives by Leo Burnett.

The spot leans heavily into the brand's new ethos that people and connections are important by capturing a moment of human connection where a community unites in a spontaneous moment of joy. It highlights that no matter where you are or who you're with, connections trumps all.

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“We started this process by going back to our heritage as a brand crafted through the generations by the first family of bourbon,” says Jim Beam's global brand vice president, Veronique Mura, in a statement. “Jim Beam is an iconic brand that has celebrated the power of human connection for over two hundred years, going back to the front porch of the Beam family home where everyone was welcome."

She continued by saying that the brand's new campaign put its authenticity on full display to remind audiences that there is no feeling more special than being around other people.

From its logo featuring the iconic rosette, packaging, website and all consumer touchpoints, the visual identity will debut in the US and Japan in June and then follow globally. 

The campaign itself will be featured across all media channels, including broadcast, streaming, digital and social.  

Jim Beam follows in the steps of many iconic drink brands that have revamped their visuals in the last few months. Recently, Pepsi made headlines when it unveiled a new logo and visual identity after 14 years. 

Paying homage to the brand’s heritage while being forward looking in terms of sustainability, the brand’s new logo largely encapsulates what Pepsi stands for today. It is bolder and more confident as compared to the logo's predecessor.

The previous logo had a lower-case ‘pepsi’ sitting shyly next to a globe and pasted on a pastel background. The new one, on the other hand, is more vivid and prominent. With a capitalised ‘PEPSI’, the logo is placed on a bolder globe comprised of greatly contrasted colours. The differences between the two logos are hard to miss but has clearly become more modern and forward-looking.

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