Jack Daniel’s remains one of the world’s most iconic brands. Suffice to say, it does not have an awareness problem.
For more than a decade, my job was not to reinvent the brand. My job was to protect an icon and build a team that could keep things honest, care about the small stuff, and keep the brand feeling special.
OUR TOWN
There would be no Lynchburg without its people. And without the people of Lynchburg, TN, there would be no Jack Daniel’s. It’s that simple.
Jack for POTUS
In one of the most hotly contested presidential races in our short history as a nation and in the grand American election-campaign tradition of woodblock poster printing, we took our own candiJack to the convention cities in 2008 and into Rolling Stone and The Onion for good measure.
Gentleman
Jack
It's the same Jack Daniel's- just a little smoother and better dressed.
The Barrel Hunt
150 years of the Jack Daniel’s distillery. 150 Jack Daniel’s barrels hidden in 150 cities around the world. Follow the clues, find a barrel—keep the barrel and whatever’s inside.
Social Media
In the weeks leading up to the anniversary, clues and short promotional videos were released across Jack’s global social media channels.
A global collaboration of bars that served Jack Daniel’s helped spread the word about the Barrel Hunt, and each bar was provided with a set of posters made from genuine Jack Daniel’s barrel wood.
On-premise promotions
Tennessee
Honey
Jack Daniel's Tennessee Whiskey has been made the same way since 1866 — that's the story Jack Daniel's likes to tell. So when the brand changed things up and created Tennessee Honey, its first flavored whiskey, we created a new story.
And every story has a back story, This 4-part on-line video series teased the launch.
Label Stories
The famous Jack Daniel’s Black Label is one of the most recognized pieces of design in the world. What most people do not realize is that nearly every element on it has its own story.
The challenge was that no single channel could tell all of them properly. Animation let us bring the bottle and its details to life, using different elements of the label to frame each story. Long-copy ads gave us room to tell the shorter tales hiding in plain sight. And the web experience let people go as deep as they wanted — exploring the label, customizing and buying their own wearables in the “whiskey couture” design store, and testing their label knowledge by competing for top-time honors in the Label Scramble game.
It was part brand history, part design excavation, and part very elaborate excuse to stare at a whiskey label longer than most people would consider reasonable.
