Brown-Forman has today (1 October) launched a global creative campaign for Jack Daniel’s, entitled ‘Make it Count’.
The promotion, which is taking in TV, social media, out-of-home and print advertising platforms in over 100 countries, is designed to celebrate the people that drink the bourbon. It focuses on the impact that living boldly and with purpose can have on peoples’ lives.
Brown-Forman said travel retail would be a key contributor to the success of the campaign because of both the strong presence of Jack Daniel’s in the channel and the influential international customer base in duty free.
Brown-Forman Travel Retail Managing Director Aude Bourdier commented: “We intend to have ‘Make it Count’ as the centrepiece of our global marketing efforts both in support of the worldwide domestic market campaigns and as a Jack Daniel’s outreach programme to its many loyal consumers and new fans in travel retail.
“The Brown-Forman travel retail team has been working closely with our partners during the pandemic slowdown to monitor regional and country-by-country COVID-19 developments. We have strong marketing plans that feature the ‘Make it Count’ campaign, and we possess the agility to implement these plans as opportunities present themselves.”
Brown-Forman Chief Brands Officer Matias Bentel added: “With ‘Make it Count’, we have a long-term platform that both resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit. We know that this world-class creative will continue to drive the successful globalisation of our Jack Daniel’s brand.”
The campaign is beginning with the one-minute First Timers video, which emphasises the universality of the Tennessee bourbon and was made by creative agency Energy BBDO. Josh Gross and Pedro Perez, Energy BBDO’s Co-Chief Creative Officers, said the process had been “a wonderful collaboration with our client partners, and we’re thrilled for what’s to come”.
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