Jim Beam

People Are Good For You

Agencies: Leo Burnett Turner Duckworth


Jim Beam, the world's number one bourbon and enduring American icon, announces the launch of its new global brand campaign to celebrate the notion that "People Are Good For You." The campaign, which includes a new website and advertising, accompanied by the rollout of a new visual identity and packaging, kicks off the brand's strategy to reinvigorate and drive an emotional connection between Jim Beam and the next generation of consumers.

"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 Global Brand Vice President Veronique Mura. "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. Our new global brand campaign puts our authenticity and warmth on full display and reminds audiences that there's no feeling more special than being around other people."

Launching today in the U.S., the new spot, including :15, :30, and :60 second versions, marks the start of a global campaign for Jim Beam that will debut in additional markets later this year. Set to the tune of one of the most iconic connection songs, 'Sweet Caroline' by musical artist Neil Diamond, the spot leans directly into the new campaign ethos that people are good for you. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy – whether at a bar with close friends or ones you've just met – that reflects the welcoming spirit of Jim Beam.

Honoring the DNA of the brand, the refreshed visual identity started with an exploration of Jim Beam through the generations. It continues the down-to-earth warmth and welcoming informality that the brand is known for. From its logo featuring the iconic rosette, packaging, website and all consumer touchpoints, the visual identity will debut in the U.S. and Japan in June and then follow globally.

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

The ad was directed by Noam Murro with creative by Leo Burnett and the new Jim Beam visual design was created in partnership with Turner Duckworth.

“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,” said Britt Nolan, President and Chief Creative Officer of Leo Burnett. “We’re very proud to put work into the world that’s genuinely optimistic and uplifting.

This professional campaign titled 'People Are Good For You' was published in United States in May, 2023. It was created for the brand: Jim Beam, by ad agencies: Leo Burnett and Turner Duckworth. This 360° and Design media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 year ago.


Company Name: Leo Burnett Chicago
Company Role: Advertising Agency
Address: 35 W Wacker Dr Chicago, IL 60601
Individual Credits:
Britt Nolan, President, Chief Creative Officer
Mark Burgess, EVP Account Director
Ashley Geisheker, EVP Head of Production
Kieran Ots, EVP Executive Creative Director
Dustin Tomes, EVP Executive Creative Director
Evan Schultz, SVP Creative Director
Sarah Kaminsky, SVP Account Director
Colie Blake, VP Account Director
Beth Dolnick, Sr. Producer
Sean Logan, Sr. Strategist
Melissa Daigneau, Account Supervisor

Company Name: Biscuit Filmworks
Company Role: Production Company
Address: 7026 Santa Monica Blvd, Los Angeles, CA 90038
Individual Credits:
Noam Murro, Director
Shawn Lacy, Partner/Managing Director
Andrew Travelstead, Executive Producer
Sean Moody, Head of Production
Jay Veal, UPM

Company Name: The Lift
Company Role: Production Company MX
Address: Gobernador Ignacio Esteva. 50B, San Miguel Chapultepec. Mexico City, 11850
Individual Credits:
Avelino Rodriguez, Founder
Jose Barrera, Managing Director
Magali Sagarra, Sr. Producer

Company Name: Work Editorial
Company Role: Editorial
Address: 8440 Warner Drive. Culver City, CA 90232
Individual Credits:
Stewart Reeves, Editor
Michael Hillman, Assistant Editor
Remy Foxx, Executive Producer
Gabrielle Page, Head of Production

Music: Comma Music
Sync and Executive Producer: Bonny Dolan
Sync and Producer: Lily Shallow
Creative Director: Larry Pecorella
Post Audio: Comma Music
Producer: Lily Shallow
Sound Design & Mix: Larry Pecorella

Company Name: Starcom
Company Role: Media Agency
Address: Address: 35 W Wacker Dr Chicago, IL 60601


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