“Raised Right” campaign from the world’s No. 1 bourbon rolls out following premiere on football’s biggest stage
(CHICAGO) FEBRUARY 5, 2019 – This week, 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, Ky. and Louisville, Ky.—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.
For more information about Jim Beam, follow Jim Beam on Twitter (@jimbeam) and Instagram (@jimbeamofficial) or visit http://www.jimbeam.com.
About Jim Beam® Bourbon
Jim Beam is the world’s best-selling bourbon, crafted by seven generations of family distillers since 1795. Elegant. Smooth. Refined. That’s what years of aging in new charred oak barrels does to our Kentucky Straight Bourbon. Fred Noe, Jim Beam’s seventh generation master distiller, has stayed true to the family recipe that’s been passed down through generations. The Jim Beam portfolio of products includes Jim Beam Bourbon, Jim Beam Black, Jim Beam Double Oak, Jim Beam Devil’s Cut, Jim Beam Bonded, Jim Beam Rye, Jim Beam Distiller’s Masterpiece, Jim Beam Vanilla, Jim Beam Apple, Jim Beam Honey and Jim Beam Kentucky Fire among other offerings.
About Beam Suntory Inc.
As a world leader in premium spirits, Beam Suntory inspires human connections. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands, Suntory whisky Kakubin, and Courvoisier cognac, as well as world-renowned premium brands, including Knob Creek and Basil Hayden’s bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Hornitos and Sauza tequila, EFFEN and Pinnacle vodka, Sipsmith and Roku gin, and Midori liqueur.
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and a vision of Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its social responsibility, please visit www.beamsuntory.com and www.drinksmart.com
Jim Beam® Original Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2019 James B. Beam Distilling Co., Clermont, KY All trademarks are the property of their respective owners