Jim Beam Bourbon unveiled its global “Raised Right” marketing campaign, which shares what the brand has learned from seven generations of family— how to treat a person, and how to make a whiskey.
The first TV advertisement under Jim Beam’s new campaign, titled “Celebration,” premiered in select U.S. markets—New York City, Los Angeles, Chicago, Lexington and Louisville—during the Super Bowl and is now rolling out nationwide.
The spot tells the story of James B. Beam leading up to the end of Prohibition—and the group of family and friends who helped him rebuild the brand’s now iconic distillery in a mere 120 days following the law’s repeal.
“Jim Beam’s explosive growth in the U.S. and overseas in recent years has shown us that our consumers appreciate the brand’s heritage and the way we make our bourbon,” said David Campbell, vice president of global integrated marketing communications at Beam Suntory. “We set out to create a campaign that focuses on the good created by treating those around you like family. The little-known story from our past that is told in ‘Celebration’ illustrates how those values are just as relevant now as back then, and establishes the meaning of our ‘Raised Right’ campaign.”
“Raised Right” launched in the U.S., Australia and Germany and will soon be expanding to other markets globally. This 360-degree marketing campaign is supported with TV, digital and print advertising, local activations and retail marketing.
The “Raised Right” campaign and “Celebration” TV advertisement mark Jim Beam’s first collaboration with global advertising agency adam&eveNYC. “Celebration” will appear on a variety of television networks worldwide.
The campaign will also feature “Watching,” a shorter film set in modern day that heroes the Beam family’s distilling legacy, as well as national print and outdoor placements throughout the year.
Starcom USA oversees media on behalf of Jim Beam.
Source: Beam Suntory