A drink made
just for all of us.
RENEWED PURPOSE FOR AN AMERICAN ICON
In a world obsessed with exclusivity, what’s special about a bourbon that’s made for everyone?
Jim Beam isn’t just an iconic brand; it’s woven into America’s history. A staple in nearly every bar. But the dark side of being everywhere is that you start to feel like an average bourbon. We needed to remind people of what makes Jim Beam so special, and the answer to that came from the product itself.
Because Jim Beam has always been a whiskey made for the many. For people who like people.
That’s why we decided to celebrate just how amazing it is to be with other people. The roar of a stadium. The spine-tingling power of being front row in a crowd. A moment of epic randomness with strangers in a bar. These are moments we can only have together.
And this thought unlocked the core idea for the brand: People Are Good For You. A powerful reminder that we’re all better with others.
This idea guided work across film, out of home, product launches and live experiences across the globe. And to launch the campaign, we created a film about a moment that brings people together. Using the infectious power about a song that people can’t help but sing along to.
Jim Beam is the first bourbon I ever drank, as a slightly misguided youth (of absolutely legal drinking age). Over the years, I fell in love with bourbon, but Beam was where all that began. So the opportunity to work on this brand was truly one of those pinch-yourself moments.