While foreign tariffs are affecting Brown-Forman’s leading brand, Jack Daniel, and Covid disrupting on-site accounts, the world’s best-selling whisky is reinventing its marketing with the biggest advertising crusade in its history. They also introduce a new slogan: “Make it count”.
The Make It Count Crusade is the company’s attempt to introduce Jack to new consumers, but as Jack Daniel’s opens the door to other American whisky brands, this crusade becomes more important to an industry that is the child of aphorism,” says an emerging tide. all the boats. “
If Jack Daniel is successful, American whiskey flourishes.
To be more informed about this campaign, I stayed with Matt Blevins, vice president of global logo at Jack Daniel’s Tennessee Whisky.
The Make it Count crusade represents a new vision of Jack Daniel’s and is vital to our ambitions for global expansion. We’ll launch it around the world, introducing the logo to the next generation of consumers who continue to notice American whisky. slogan in all our communications, which is a novelty for Jack. This ambitious and consistent message only reinforces what consumers feel about Jack, whether at times that matter in their lives.
At Jack Daniel’s, we have a saying that Mr. Jack was known for: “Every day we do it, we will do our best. It served us well in our distillery. However, this mantra goes beyond our whisky making and is in fact a way of life. Make it Count is a fashionable expression of this spirit: living life to the fullest, enjoying the moments we have and giving it our all. We know that’s how Jack lived his life and we think it still resonates today.
Actually, we haven’t had a global crusade on this scale before. We have very consistent communications around our whisky making and our history around the world, however Make it Count will unify and be particularly relevant on a global scale.
We have not taken into account the effects of pricing on the progression of our communications, however, we believe that this new message will continue to animate the symbol of our logo and Jack Daniel’s price for the consumer. In an ever-changing market, Jack is a logo that has endured and Make it Count is a winning message in this environment.
We are making an investment in logo expansion and will fund the crusade in markets around the world. It is vital to make sure that we drive this expansion and Make it Count will be a way to achieve it.
Make it Count represents a significant part of our long-term logo investments and we have increased our media spending by 15% globally to spread the new crusade message.
We had a world-class manager at Ian Pons Jewell and a strong spouse at Energy BBDO. It’s a vital investment worthy of an iconic logo like Jack Daniel’s.
We had a global and safe effort, we have had groups from the United States, United Kingdom, Ukraine, South Africa and other countries that have practically connected to bring these paintings to life. protection protocols for making certain films safe. It was a global collaborative effort that few had known before, but an example of how when there is will, there is a way!
We have had to be sensitive to the environment we find ourselves in, but we continue to invest in the logo and make sure that we are to blame in everything we do. We developed a much-loved ad “With Love, Jack” that served as a bridge to our Make it Count quest. Before COVID advertising got a little out of control, however, we were pleased that it connected with so many consumers and how they felt. We’ve reassigned some of our replaced marketing to the COVID era (live events) and focused on bringing our consumers together where they are. Examples come with channels like e-commerce and even our virtual music festival “Crash the Couch. ” We are confident that the new crusade will continue to help us connect with consumers who need it to matter more than ever.
We are grateful to have many of Jack’s well-known friends and we appreciate those relationships. We have not aligned ourselves with a prominent spokesperson, but we are racing to help the world of music, film, culture and the arts globally in many ways. It was, this was complicated for everyone involved in those industries, especially the musicians and their teams. We have organized a large number of parties and festivals as a component of our virtual concert series to make our component to help the community, bring our friends together and provide entertainment and laughter in today’s environment.
Fred Minnick has been an American whisky writer for a long time. Follow him on Instagram, YouTube and sign up for his newsletter and receive more information about his books on FredMinnick. com.
After serving in Iraq, I discovered a bourbon race, where I followed the distillers and made headlines in a category that flourished before my eyes. This hobby led me to
After serving in Iraq, I discovered a career in bourbon, where I followed distillers and made headlines in a category that flourished before my eyes. This hobby led me to my next best “books” Whiskey Women, Bourbon Curious “and” Bourbon: The Rise, Fall “