| Title | Stoplight |
| Agency | Arnold Worldwide (St. Louis) |
| Campaign | Jack Lives Here - Jack Daniel's |
| Advertiser | Brown-Forman Corporation |
| Brand | Jack Daniel's Tennessee Whiskey |
| Posted | December 2002 |
| Product | Whiskey |
| Business Sector | Spirits, Fortified Wines |
| Tagline | Jack Daniel's Tennessee Whiskey |
| Story | Jack Daniel's global ad campaign spans both borders and demographics. Depending on the audience, publication and brand development within a country, the ads focus on either the heritage, quality story or Jack Daniel's drinkers' world or some combination of these messages. |
| Philosophy | Utilizing our proprietary Brand Essence planning process, Arnold Worldwide--St. Louis identified a common positioning strategy--based on brand quality, masculinity and authenticity--which connected with consumers of all ages and nationalities. We crafted a "toolbox" of print, out-of-home, radio and TV advertising which can be selected and implemented based on local needs. Results: Since we began working for the brand, Jack Daniel's has grown to be the #1 American whiskey in the world in volume, sales and awareness. Growth in the US has reignited as brand sales continue to outpace the category. |
| Problem | The challenge was to keep a 136 year old brand relevant to a diverse target audience around the world. Consumers in some countries were discovering Jack Daniel's for the first time while drinkers in the US--long familiar with the brand--were being lured away by "White Goods" such as vodka and tequila. |
| Media Type | Television |
| Length | |
| Market | United States |
| Production Company | Palomar Pictures |
| Art Director | Mark Ray |
| Agency Producer | Mary Jarnagin |
| Creative Director | Brad Fels |
| Copywriter | Brad Fels |
| Production Company Producer | Kristin Roberts |
| Account Director | Bill Mueller |
| Director | Hill & Reiss |
| Editor | Ben Longland |
| Music | Undertow |
| Creative Director | Mark Ray |
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