Jack Daniel’s, the world’s most valuable spirit brand, is launching its first truly global creative campaign, “Make it Count”. The campaign showcases a new way of thinking for the 154-year-old brand that celebrates the people who drink it.
Launching in the UK on Monday 12th October, the new ‘First Timers’ ad will air on ITV at 8.45pm, celebrating the brand’s global audience and showcasing the Jack Daniel’s fans who choose to live boldly and try something they’ve always wanted to do.
The :20 film was created by creative agency Energy BBDO and is part of a cross-channel campaign including TV, social, digital, and out of home, both within the UK, and throughout over 100 countries worldwide. As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase its unique view of the world. The new “Make it Count” campaign focuses on the impact on our lives when we decide to live boldly and enjoy the ride, much like Mr. Jack did throughout his own life.
“With ‘Make it Count,’ we have a long-term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalisation of our Jack Daniel’s brand.”
Media agency, Spark Foundry, is the global media partner for “Make it Count”, negotiating and executing paid media activity for the launch across most major markets globally.
The launch of the new campaign follows news of a new master distiller heading up the Jack Daniel Distillery. Seasoned whiskey maker, Chris Fletcher, will take over the reins as Master Distiller of the iconic Tennessee Whiskey brand. Fletcher, who is grandson of former Master Distiller Frank Bobo, will be responsible for the overall quality of Jack Daniel’s from “grain to glass,” innovation and will serve as a global ambassador. He will also oversee the distillery’s new “Distillers in Training” program which aims to recruit, teach, and mentor the next generation of whiskey makers.