Beam Suntory is targetting the “next generation of consumers” with a pack refresh and worldwide marketing push for flagship Bourbon brand Jim Beam.
The new look for the American whiskey will apply in the US and Japan to start, before rolling out to all markets in the coming months. The brand owner hopes to showcase what it calls Jim Beam’s “down-to-earth warmth and welcoming informality” with the redesign.
Coinciding with the move is ‘People Are Good For You’, an activation that centres around an ad for “all media channels”, including broadcast, streaming, digital and social media. The spot comprises three versions with different lengths for different platforms.
Earlier this year, Beam Suntory extended the reach of the Ao multi-nation whisky brand beyond its launch markets of Japan and Global Travel Retail.
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