Tribe sips on Jack Daniel's

By By Wenlei Ma | 28 June 2011
Image source: Wikimedia Commons.

Alcohol company Brown-Forman Australia has hired STW-owned shop Tribe as the below-the-line agency for its Tennessee whiskey brand Jack Daniel's.

Tribe adds Jack Daniel's to the Brown-Forman brands it already handles, including Southern Comfort. The agency won the account following a pitch.

The agency will take on retail advertising, consumer sales promotions, in-store display and creative development for Jack Daniel's. Tribe will also work on Jack Daniels' music program The JD Set, and Jack's Birthday.

Jack Daniels' brand manager Natalie Accari said: "We believe the team at Tribe will enable us to continue to bring innovative and premium below-the-line solutions to the liquor industry while driving the success of the Jack Daniel's brand in Australia."

Tribe chief executive Mark Rodgers said: "To now have the opportunity to work with such an iconic brand as Jack Daniel's is extremely rewarding and a testament to John Georgas' leadership of our promotional group and the entire team's demonstration of powerful creative thinking and innovative approach to below-the-line activation."

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus