Jack Daniel's: Make It Count

Chase Donahue, Allison Arling-Giorgi, Olivia Carlton

US whiskey Jack Daniel's distilled the power of both digital and conventional media to connect with modern spirits drinkers and shift key brand perceptions in North America.

Campaign details

Brand: Jack Daniel'sBrand owner: Brown FormanEntrant company: Energy BBDO - USAIdea creation: Energy BBDO ChicagoMarket: North AmericaSector: Alcoholic drinksMedia channels: Social media, Packaging & design, Online video, Outdoor, Out-of-homeBudget: Over 20 million

Executive summary

In the mid-2000s, Tennessee whiskey brand Jack Daniel’s was a cultural icon of bold, good times, but an explosion of competition from new and existing brands resulted in slower growth for the brand.

As the Jack family expanded with new product launches, our communications had become increasingly fragmented. We...

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