Jim Beam has introduced a new national marketing campaign titled “Refresh Your Season,” starring comedian, actor, and football fan Kenan Thompson.
Launched during the 4:30 p.m. ET Christmas Day football game on Netflix, the campaign encourages fans whose teams have been eliminated from postseason contention to reset their outlook and enjoy the remainder of the season with a Jim Beam and lemonade.
Turning Postseason Heartbreak Into Stress-Free Viewing
The campaign’s debut spot is set in a sports bar, where Thompson plays the role of a bartender helping patrons cope with the disappointment of seeing their teams fall short. The message centers on reframing defeat as an opportunity to enjoy the rest of the season without pressure, highlighting the idea that postseason football can still be enjoyable even when fans are no longer invested in a championship outcome.
Brand Message Focused on Connection and Resilience
“Jim Beam has always been there for the moments that bring people together — whether it’s victory or defeat,” said Regan Clarke, VP of American Whiskey, Suntory Global Spirits. “With Refresh Your Season, we’re celebrating the joy of connection, good company, and a great drink. Kenan brings the spirit of fun and resilience to life, showing fans that even when the score isn’t what you hoped for, there’s still plenty to celebrate.”
Built on Jim Beam’s “Plus One” Refreshment Strategy
“Refresh Your Season” builds on Jim Beam’s broader refreshment strategy introduced earlier in the football season, anchored by the brand’s “Plus One” concept: one part Jim Beam paired with a favorite mixer. The campaign positions Jim Beam and lemonade as an accessible, easy-to-enjoy option for game-day and postseason gatherings, encouraging fans to turn losses into social moments.
Integrated Media Push Extending Into 2026
Beginning in 2026, Jim Beam plans to expand the campaign with a fully integrated media strategy across television, streaming, digital, and social platforms. The approach includes national brand films running across broadcast, connected TV, and online video, paired with a real-time, hyper-targeted “ground game.” This includes geo-targeted social content, Reddit takeovers, and a partnership with Bussin’ with the Boys aimed at engaging fans immediately after their teams are eliminated.
Additional Activations Leading Up to the Big Game
The campaign will continue to roll out with additional consumer-facing extensions in the weeks leading up to the Big Game. These efforts are designed to extend reach, deepen fan engagement, and reinforce Jim Beam’s positioning as a bourbon that fits both celebratory and consolatory moments throughout the postseason.
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