Jim Beam, the world’s top-selling bourbon, is thrilled to launch its latest campaign in Malaysia, celebrating the power of human connection and the joy of shared experiences. The campaign will feature the dynamic K-pop group LE SSERAFIM as the brand’s ambassador across Asia, reaching key markets including South Korea, Japan, China, Taiwan, Thailand, Vietnam, and Malaysia.
This campaign focuses on the spirit of togetherness, encouraging Malaysians to embrace new experiences with friends. Jim Beam aims to highlight how moments that may feel awkward alone can become powerful and enriching when shared. “Jim Beam has always been about bringing people together,” says Yoshihiro Morita, Senior Marketing Director APAC at James B Beam Brand House. “We’re reigniting the spark of human connection because we believe Jim Beam plays a vital role in fostering those connections.”
LE SSERAFIM, whose name is an anagram for “I’m Fearless,” perfectly embodies Jim Beam’s bold and spirited ethos. Since their debut in May 2022, the group has captured hearts worldwide with their confident performances, earning numerous accolades, including wins at the Melon Music Awards, Golden Disc Awards, and more.
As part of the campaign, LE SSERAFIM will star in a series of engaging digital videos that showcase the group having fun, exploring new drink recipes, and embracing their unique styles. These videos will resonate with current social media trends and inspire Malaysians to celebrate their individuality and shared experiences.
JOIN US FOR JIM BEAM’S HIGHBALL BASH 2024!
To bring this campaign to life, Jim Beam will host an exciting two-day event at APW Bangsar on 26 & 27 September 2024. This vibrant gathering will offer the perfect atmosphere for connection and celebration, embodying the campaign’s core message: life’s best moments are those we share.
Party-goers can look forward to an electrifying lineup featuring the dynamic duo BATE, DJ Blink, and DJ Jovynn, with performances from Saint Kylo and Odelia Tirza. Guests can enjoy crafted highballs from the iconic Jim Beam Bar, with options to customize their drinks or grab a bundle of four cups for just RM50.
In true Malaysian fashion, there will be plenty of delicious food options, including Korean bites and street snacks. Attendees can also participate in interactive games for a chance to win free highballs and join a best-dressed contest hosted by Sam Wong, one of Jim Beam’s tribe leaders. Don’t forget to capture the fun with photo booths and Insta-worthy spots designed for memorable moments.
The first 200 early birds will receive a FREE Jim Beam Highball to kick off the festivities. Don’t miss this opportunity to be part of something extraordinary!
– Humans of Kuala Lumpur
