Title | Good Old Days |
Agency | Arnold Worldwide (St. Louis) |
Campaign | Highlights - Jack Daniel's Tennessee Whiskey |
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 | Billboard |
Market | United States |
Creative Director | Brad Fels |
Executive Creative Director | Mark Ray |
Copywriter | Lori Jones |
Art Director | Mark Halski |
Agency Producer | David Christoff |
Account Executive | Michelle McMahan |
Production Manager | Becky Schmid |
Photographer | Michael Eastman |
Photographer | Steve Bonini |
Photographer | James Schwartz |