Whiskey brand chooses to focus on filtration process in new brand campaign.
Jack Daniel’s has launched a new brand campaign, by M&C Saatchi, that focuses on the Tennesse Whiskey’s charcoal filtering process.
The creative features digital stills of charcoal and messaging about its importance as a filter that helps the whiskey derive its smooth taste.
The campaign, which is M&C Saatchi’s first work since winning the account in January, will run on social, digital and out of home sites nationally.
“It's exciting to bring this much-loved and iconic brand to life. What a fascinating experience it has been to delve into the core values of Jack's over 150-year-old brand and see how culturally relevant those values still are today,” M&C Saatchi creative director Sharon Edmondston said.
Jack Daniel’s head of marketing Marissa Murray added: “We’ll be the first to admit that charcoal might not make for the most exciting picture. But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”
CREDITS
M&C Saatchi
Cam Blackley, Chief Creative Officer
Sharon Edmondston, Creative Director
Avi Azouz, Senior Copywriter
Chris Cheesman, Senior Art Director
Tyler Wilson, Planning Director
Celia Wallace, Senior Business Director
Joshua Johns, Account Manager
Mandi Bateson, Head of Social
Clancy Walsh, Senior Social Content Strategist
Jack Daniel’s
Marisa Murray, Head of Jack Daniel’s Marketing and Shopper at Brown-Forman
Natalia Kowalczyk, Senior Brand Manager
Erin Kerr, Brand Manager
Sophie Carrad, Digital Communications Manager
