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From Lynchburg
to the Rest of the World.
Jack Daniel’s Tennessee Whiskey. An iconic American brand that’s been around for over 140 years. It’s been made the same way, in the same place, for every one of those years – Lynchburg, Tennessee. It’s also carried the same beautiful square bottle shape and label. Arnold has been true to Jack’s core values – Integrity, Authenticity and Independence – for over fifty years now. But we had a new mission: leverage the brand’s strength in the U.S. in markets around the world. And we did. In Europe, Latin America, Australia and throughout Asia.
A Champion In The U.S. – A Challenger Everywhere Else
Just because Jack Daniel’s was hugely popular in the United States didn’t guarantee it would be a success in other parts of the world. Cultures were different, values were different and, most importantly, drinking habits were different. What was clear to Arnold as we helped introduce the brand internationally was that we needed to stay true to Jack’s image, but also to create messaging that was influenced by the cultures of different markets. For example, consumers in France and Germany appreciated the fact that Jack Daniel’s is an American brand, but did not necessarily find its home of Lynchburg, Tennessee, to be aspirational. This was not the case in the UK. There, customers found the authenticity of Lynchburg to be endearing and interesting, adding to the cachet of the brand. In Romania, the label itself communicated masculine strength and classic, effortless style – important values in that country. In China, the straightforward, entrepreneurial spirit of Jack Daniel the man was highly valued.
INTEGRITY, AUTHENTICITY, INDEPENDENCE – GLOBALLY.
So what we did was create a global library of visual assets inspired by the bottle, the label and the liquid itself. We shot it the way Mr. Daniel, if he were alive today, would want it shot – with integrity, authenticity, craftsmanship and his spirit of independence. Gorgeous film was the result. Our print imagery was equally beautiful, with a masculine, sometimes gritty effect. Pure Jack. We created assets in every form imaginable to accommodate the many channels leveraged for Jack Daniel’s: Television, Print, Out of Home, Wild Postings, Bar Collateral, Retail Collateral, Promotions, Events, Digital and more.
What these powerful executional ingredients, if you will, allowed us to do was stay true to Jack visually, but to customize the messaging according to the need states of various cultures around the world. And because the visual identity of the brand was consistent across countries, our work systems were cost-effective, efficient and streamlined. In Paris, we focused on Jack’s uniqueness and independent spirit. In Romania, it was all about masculine strength and effortless style. And in South Africa, it was a focus on the brand’s authentic heritage. But across all these global markets, the look, texture, feel, the DNA of Jack Daniel’s – an iconic American brand – came through consistently and powerfully, no matter which market we were in.
Television
Seasonal Promotions
Posters
Jack’s Birthday Promotions
Magazine
The Results: Straight Up
We’ve only just begun. But so far, this classic American brand, which used to have 100% of its sales in the United States, is expanding across the globe – to the point where more than 50% of Jack Daniel’s sales come from outside the U.S. Jack Daniel’s is the fastest growing whiskey brand on the planet, with sales up 122% over the last decade. We’re very proud of that fact. And we at Arnold look forward to the next 50 years of our relationship with Jack.
