Jim Beam has partnered with actor and comedian Kenan Thompson for its ‘Refresh Your Season’ campaign, targeting American football fans during the postseason. The collaboration introduces the ‘Jim Beam & Lemonade Kit’, a collection of essentials designed to soften the blow for fans whose teams have been eliminated from championship contention.
The new campaign follows the brand’s previous “Seven Stages of Defeat” initiative and includes a campaign spot that debuted during the Netflix NFL Christmas Day games.
“As a football fan, I know firsthand what it’s like when your team’s season doesn’t pan out how you hoped it would,” said Thompson. “That’s why I teamed up with Jim Beam to help fans find the silver lining and make the most out of the rest of the season, no matter how it turns out.”
A limited quantity of the kits will be available to consumers aged 21 and over through a series of online drops on a first-come, first-served basis.
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You can enter at JimBeam.com/RefreshYourSeason.
“At Jim Beam, we believe the best moments happen when people come together,” said Regan Clarke, vice president of American Whiskey, Suntory Global Spirits. “Even when the game doesn’t go your way, sharing the experience with fellow fans can change everything.”
Clarke added: “With the Jim Beam & Lemonade Kit, we hope our Beam family and football fans everywhere take this opportunity to embrace the moment and remember that good times and people are always worth raising a glass to.”
To promote the launch, Jim Beam and Thompson hosted an event in New York City on January 21. The event featured a drone experience staged over the Hudson River to encourage fans to toast the remainder of the postseason.
Additionally, the brand is releasing a limited-edition custom football jersey developed in partnership with Dazed. Beginning today (January 23), fans can sign up for a chance to win the jersey exclusively at Dazeddigital.com.
This initiative builds on the brand’s long-standing association with professional sports.
Jim Beam has previously sponsored National Football League (NFL) teams, including the Kansas City Chiefs and Dallas Cowboys.
Other major partnerships have included Major League Baseball’s (MLB) L.A. Dodgers and the United States Soccer Federation (U.S.S.F.).
The bourbon brand’s presence in motorsport has encompassed the newly formed Cadillac Formula 1 Team, the Indianapolis 500, NASCAR, and Australia’s Dick Johnson Racing (DJR).
