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Jim Beam’s 'Refresh Your Season': Key Findings
Campaign Snapshot
Jim Beam is asking football fans to stop sulking over playoff losses and start enjoying the rest of the season with a crisp bourbon drink in hand.
Made with agency Johannes Leonardo, the bourbon brand’s new "Refresh Your Season" campaign stars comedian and football fan Kenan Thompson.
Marked by a spot, the initiative leans into the universal pain of seeing your favorite team fall short and flips it into a moment to laugh and connect with others.
“As America’s bourbon, Jim Beam has always been there for the moments that bring people together – whether it’s victory or defeat,” said Regan Clarke, VP of US brands for American Whiskey.
“We’re excited to return to the Big Game for year two with Refresh Your Season, celebrating the joy of connection, good company and great bourbon.”
Executive creative director Lex Beltrone added that the creative metaphor at the heart of the work was designed to reflect every fan’s roller-coaster emotions.
“No one likes to see their team lose, but statistically speaking, pretty much every team gets eliminated in the playoffs,” Beltrone said.
Overall, the campaign leverages celebrity marketing and places Thompson’s unique comedic personality front and center, making it easy for fans to connect with a big moment in football culture.
Turning Losses Into Wins With Thompson
The spot debuted during the Christmas Day game on Netflix.
It shows Thompson working as a bartender in a lively sports bar, serving Jim Beam and lemonade with his usual charm and easing the sting of postseason defeat with humor.
"Well, sure your season's over. Hey, silver lining, no more stress-watching," he tells customers to comfort them.
"When your team gives you lemons, make Jim Beam and lemonade," Thompson suggests, closing the spot.
Additionally, Jim Beam is planning additional consumer activations in the weeks leading up to the Big Game, aiming to keep engagement high and create more reasons for fans to gather.
Overall, the work is designed to be easily shared and recognized across TV, digital, streaming, and social platforms, broadening its reach ahead of the Big Game.
Jim Beam's Efforts at Comforting Sports Fans
The "Refresh Your Season" campaign is a show of how to properly reframe common emotional moments to make brand messaging more relevant.
- Using relatable cultural moments, like fans' disappointment, can create natural emotional entry points for brands.
- Pairing a strong spokesperson with simple, universal situations strengthens audience connection and message retention.
- Campaigns that extend across TV, digital, and social channels increase chances for repeated exposure and deeper engagement.
Now, the real test will be how well this refresh-focused creative resonates with fans even after the postseason.
Will it be drowned out by other sports ads, or boost Jim Beam’s cultural relevance in the sports world?
Our Take: Why Does the Postseason Message Hit Differently?
"Refresh Your Season" is no hard sell.
To us, it feels more like an invitation to relax with others.
The spirits market is already crowded, with consumers increasingly selective.
Which is why it was important for a brand like Jim Beam to tap into real sports fan woes and turn them into moments of joy.
We’ve seen too many campaigns try to be clever while missing the emotional core, but this one with Kenan lands because it meets fans where they already are.
If Jim Beam can keep creating moments that speak to fans, no matter what season it is, it may well strengthen its connection with a broader audience.
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