A woman walks into a spontaneous barroom singalong of “Sweet Caroline” in a spot that kicks off a new global ad campaign for Jim Beam.

The “People Are Good For You” campaign also includes a refreshed visual identity for the Jim Beam bottle, as well as its website and point-of-sale materials. The new campaign and the new look were inspired by the heritage of the 227-year-old brand, particularly its authenticity and warmth, said Vero Mura, global brand VP for Jim Beam, which is owned by Beam Suntory.

Mura in an interview said the campaign was meant to “reinvigorate” the brand and by extension, the bourbon category, driving an emotional connection between the product and its fans, old and new.

The new ad is launching in the U.S. today in 15-, 30- and 60-second versions, and will be featured across broadcast TV, streaming, digital and social channels. TV ads will run five times a week on cable and on live sports leading up to Memorial Day and Father's Day. The ad was directed by Noam Murro with creative by Leo Burnett, which was hired as the brand's global agency of record in September 2022. The Jim Beam redesign was created by the brand with Turner Duckworth.

“The idea of the campaign,” Mura said, is to celebrate “the energy and confidence that comes from all being connected. At the end of the day, it’s about making people realize the power of being with others.”

“Jim Beam’s new platform gives fresh energy to a point of view that’s always been at the core of this iconic brand’s DNA: People are good for you,” Britt Nolan, president and chief creative officer of Leo Burnett, said in a statement. “We’re very proud to put work into the world that’s genuinely optimistic and uplifting.”

The new packaging and visual identity will launch in the U.S. and Japan in June, and roll out to additional markets later.  

The label still features the brand’s rosette logo but the logotype has been redrawn to be rounder, warmer and more inviting, Mura said. The bottle also features a new bespoke typeface inspired by past Jim Beam bottles.

Jim Beam is among the biggest U.S. bourbon brands, ranking fourth in 2022 sales by the online alcohol retailer Drizly. Beam Suntory said Jim Beam sales grew at a single-digit rate in 2022, with its pricier sister brands growing faster: Maker’s Mark grew by 11%, and Basil Hayden surged by 40%.

Mura said the logo redesign is part of a “broader objective of infusing meaning and relevance to the brand,” while driving distinctiveness and consistency in the way the brand shows up.