New Jack Daniel’s Television Spot – American Whiskey News
Jack Daniel’s Tennessee Whiskey is launching a new television campaign today that recognizes and celebrates the iconic brand’s loyal drinkers and aims to attract a cache of new ones. Of course, it also captures the proud whiskey makers who make the world-famous whiskey.
From Lynchburg, TN., to the world for more than 150 years, Jack Daniel’s advertising campaigns have long celebrated the town and its fine people. The new campaign from Arnold Worldwide in Boston continues to celebrate the distillery’s process and whiskey makers but brings an array of drinkers enjoying Jack Daniel’s in varied situations into the mix. By positioning Jack Daniel’s as the “Whiskiest Whisky,” the campaign aims to broaden the brand’s fan base.
“While we have long celebrated Jack Daniel’s makers, we also appreciate the drinkers too,” said Matias Bentel, SVP Managing Director Jack Daniel’s “Out in the world, folks are drinking Jack in their own, unique way. This new spot is all about what makes Jack Daniel’s so special, unique and loved by millions of folks around the world. It is all about what makes Jack Daniel’s… Jack Daniel’s.”
Embracing Jack Daniel’s place in culture and the many ways it brings people and communities together is the goal. “The Jack Daniel’s bottle is iconic and while we’re leaning into that by showing the brand in a black and white world, we’re also stepping out of Lynchburg and into the drinker’s world,” said Icaro Doria, Arnold’s U.S. Chief Creative Officer. “This campaign celebrates what people love about Jack Daniel’s. It’s a brand that is a lot of things to a lot of people and it’s a brand that is comfortable with that.”
Celebrating loyal drinkers while talking to new drinkers is the aim of the light-hearted campaign. Whether drinking Jack Daniel’s at fine establishments or questionable joints, Jack Daniel’s bridges divides and helps create moments that matter. Thanks for taking a look at the work here and letting me know if you are interested in exclusively sharing the story with your readers. If you are game, I’d love to connect you with Matias Bentel at Jack Daniel’s and Icaro Doria Arnold. Thanks, as always, for your consideration.
