Jack Daniel's Tennessee Whiskey - "Old School"

Arnold Worldwide (St. Louis) Saint Louis, United States

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Brand: Jack Daniel's Tennessee Whiskey
Country: United States

Advertiser: Brown-Forman Corporation

Title	Old School
Agency	Arnold Worldwide (St. Louis)
Campaign	Highlights - Jack Daniel's Tennessee Whiskey
Advertiser	Brown-Forman Corporation
Brand	Jack Daniel's Tennessee Whiskey
Posted	July 2003
Product	Whiskey
Business Sector	Spirits, Fortified Wines
Tagline	Jack Daniel's Tennessee Whiskey
Story	Jack Daniels global ad campaign spans both borders and demographics. Depending upon the audience, publication and brand development within a country, the ads focus on either the heritage, quality story or Jack Daniels drinkers world. The length of copy and use of color or B&W imagery is also adjusted to cater to a publications readership and editorial environment. In this way the brand is kept relevant to a diverse and broad target audience.
Philosophy	WorldwideSt. Louis identified a common positioning strategybased on brand quality, masculinity and authenticitywhich 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 Daniels has grown to be the #1 American whiskey in the world in volume, sales and awareness, and stands poised to become the number one whiskey period, surpassing the most popular Scotch. 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 Daniels for the first time while drinkers in the USlong familiar with the brandwere being lured away by White Goods such as vodka and tequila.
Media Type	Magazine
Market	United States
Executive Creative Director	Mark Ray
Art Director	Mark Halski
Account Executive	Michelle McMahan
Photographer	Michael Eastman
Photographer	Steve Bonini
Copywriter	Brad Fels
Account Director	Angelique Mizeur