Jack Daniel’s Launches Global Campaign Reinforcing Its Iconic Status
Jack Daniel’s has unveiled a new global campaign titled “That’s What Makes Jack, JACK,” set to launch worldwide beginning in May. The campaign is aimed at reaffirming the brand’s long-standing identity and highlighting what sets it apart in the whiskey world.
Celebrating Traditional Craftsmanship
The campaign emphasizes Jack Daniel’s enduring commitment to traditional whiskey-making techniques, particularly its signature charcoal mellowing process. This step, often referred to as the Lincoln County Process, is key to the flavor and character that define the Tennessee whiskey. According to the company, these elements ensure the whiskey remains “authentic and timeless.”
Creative Collaboration with Energy BBDO
Developed in partnership with the creative agency Energy BBDO, the campaign takes a bold and roots-oriented approach. It focuses on the qualities that have historically defined Jack Daniel’s and contributed to its longstanding popularity.
A Legacy of Cultural Influence
Jack Daniel’s has historically been associated with cultural icons such as Frank Sinatra and the Rolling Stones. The new campaign aims to reconnect with that heritage while also presenting Jack Daniel’s as a modern symbol of independence and character for today’s consumers.
Jack Daniel’s Legacy and History
“That’s What Makes Jack, JACK” reinforces the legacy and values that have defined Jack Daniel’s from the beginning. The brand stated the campaign is a “bold, rootsy return to what made Jack Daniel’s an icon.”
Further Insight from Nelson Eddy on Bourbon Lens
For more context on Jack Daniel’s legacy and production process, Nelson Eddy, historian and long-time brand representative for Jack Daniel’s, offers detailed insights in his appearances on the Bourbon Lens podcast. His interviews in episodes 202 and episode 220 delve into the history, lore, techniques, and brand philosophy that continue to drive the brand’s identity.
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