Jim Beam Unveils New Local Campaign Partnering With LE SSERAFIM

By Lara Kramer  •  18 Sep 2024 in Events

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Jim Beam, the world’s top-selling bourbon, is launching a fresh campaign in Malaysia, aimed at celebrating the joy of shared experiences and the connections that come from being together.

With the rising K-pop group LE SSERAFIM as the face of this initiative, the campaign will roll out across seven key Asian markets, including South Korea, Japan, China, Taiwan, Thailand, Vietnam, and Malaysia.

At the heart of the campaign is the idea of togetherness, with Jim Beam emphasising the value of shared moments — those that may feel a little strange or new when experienced alone but turn powerful and meaningful when shared with friends.

The goal is to help people find their community and feel the strength that comes from genuine human connection!

“Jim Beam has always been about bringing people together,” says Yoshihiro Morita, Senior Marketing Director APAC at James B. Beam Brand House.

“We want to reignite that sense of connection because we believe Jim Beam plays a pivotal role in fostering these bonds. LE SSERAFIM, whose name is an anagram of ‘I’m Fearless,’ captures the bold, carefree energy that Jim Beam represents.”

Since debuting in May 2022, LE SSERAFIM has quickly gained a worldwide following with their confident music and fearless attitude. They’ve collected prestigious awards, including the Melon Music Awards, Golden Disc Awards, and international accolades from MTV Europe and Billboard Music Awards.

Their partnership with Jim Beam will feature a series of digital videos showcasing the group’s fun-loving side as they create reels, experiment with new drink recipes, and embrace their fashionable personas.

In line with today’s social media trends, these videos encourage fans in Malaysia to fully embrace who they are and explore life’s moments with their friends, just like LE SSERAFIM does.

The Highball Bash

To bring this campaign to life, Jim Beam is hosting an electrifying two-day event at APW Bangsar from 26 to 27 September 2024.

The Jim Beam Highball Bash will be the perfect opportunity for fans to come together, enjoy a night of great music, and toast to the spirit of community.

Party-goers can expect an unforgettable atmosphere filled with good vibes, headlined by an impressive lineup of DJs including BATE, DJ Blink, DJ Jovynn, Saint Kylo, and Odelia Tirza.

Attendees will also have the chance to sample Jim Beam’s signature highballs, with a bar offering both classic and customised versions of the refreshing drink. Those who love a good deal can grab four highballs for RM50, and the first 200 early birds will receive a free highball to kick off their night.

But it’s not just about drinks. The event will feature a variety of interactive games and activities, with chances to win more highballs and participate in a best-dressed contest, hosted by Jim Beam’s very own tribe leader, Sam Wong.

With photo booths and Instagram-worthy spots scattered throughout the venue, guests will have plenty of chances to capture and share the moment.

Of course, no event in Malaysia is complete without great food. The bash will feature delicious Korean bites and street snacks, perfect for keeping energy levels high while enjoying the party.

If you’re ready for a night filled with unforgettable experiences, sign up now to secure your spot!

This is your chance to celebrate the magic that happens when people come together. Be part of something special — be extraordinary.