With the launch of the film \u201cFirst Timers\u201d the iconic Tennessee whiskey brand celebrates its global audience.<\/p>\n
<\/p>\n
In a historic move, Jack Daniel\u2019s is introducing its first truly global creative campaign, \u201cMake it Count.\u201d The campaign showcases a new way of thinking for the 154-year-old brand that celebrates the people who drink it. Set to launch October 1, the campaign is brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries.<\/p>\n
As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel\u2019s to showcase their unique view of the world. The new campaign, \u201cMake it Count\u201d, focuses on the impact on peoples\u2019 lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life.<\/p>\n
Brown-Forman Travel Retail is expected to be a key contributor to the success of the \u201cMake it Count\u201d campaign given its global reach and the influence of its international customer base as the channel inevitably recovers from the effects of Covid-19.<\/strong><\/p>\n \u201cWe intend to have \u201cMake it Count\u201d as the centerpiece of our global marketing efforts both in support of the worldwide domestic market campaigns and as a Jack Daniel\u2019s outreach program to its many loyal consumers and new fans in travel retail,\u201d said Aude Bourdier, managing director for Brown-Forman travel retail.<\/strong><\/p>\n \u201cThe Brown-Forman travel retail team has been working closely with our partners during the pandemic slowdown to monitor regional and even country-by-country Covid-19 developments. We have strong marketing plans in place that feature the \u201cMake it Count\u201d campaign and we possess the agility to implement these plans as opportunities present themselves,\u201d Bourdier added.<\/strong><\/p>\n The :60 film \u201cFirst Timers\u201d kicks off the campaign, showcasing Jack Daniel\u2019s consumers who decide to live boldly and try something they\u2019ve always wanted to do. You can watch the video here.<\/p>\n The new campaign is by creative agency Energy BBDO. The inspiration for the campaign comes from a vintage Jack Daniel\u2019s ad that read \u201cProudly served in fine establishments and questionable joints.\u201d It served as a reminder that Jack is for everyone. As a result, \u201cMake It Count\u201d is about its fans who grab life by the horns and make the most of their experiences.<\/p>\n \u201cWith \u2018Make it Count\u2019 we have a long term platform that resonates with consumers, especially in today\u2019s environment, and carries the message of Jack\u2019s bold, independent spirit,\u201d said Matias Bentel, Chief Brands Officer of Jack Daniel\u2019s parent company, Brown-Forman. \u201cWe know that this world class creative will continue to drive the successful globalization of our Jack Daniel\u2019s brand.\u201d<\/p>\n \u201cRelaunching an iconic brand like Jack Daniel\u2019s? We\u2019ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we\u2019re thrilled for what\u2019s to come,\u201d said Josh Gross and Pedro P\u00e9rez, Co-Chief Creative Officers of Energy BBDO.<\/p>\n \u201cFirst Timers\u201d was shot in Kiev, Ukraine following all social distancing protocols. Renowned Director Ian Pons Jewell led the five-day shoot overseen by the creative and client teams via Zoom, with team members from every possible time zone tuning in to create the final product.<\/p>\n https:\/\/youtu.be\/Z1I3pLHhxWo<\/p>\n Media agency Spark Foundry is the global media partner for Make it Count, negotiating and executing paid media activity for the launch across most major markets globally.<\/p>\n","protected":false},"excerpt":{"rendered":" With the launch of the film \u201cFirst Timers\u201d the iconic Tennessee whiskey brand celebrates its global audience.<\/p>\n","protected":false},"author":4,"featured_media":51150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,1,477,7099,7097],"tags":[9645,1112,69,39,2332,833,6016,216],"class_list":["post-51147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-latest-news","category-latest-promotions-in-duty-free","category-spirits","category-wines-spirits","tag-make-it-count","tag-brown-forman","tag-duty-free","tag-dutyfree","tag-jack-daniels-duty-free","tag-jack-daniels","tag-tennessee-whiskey","tag-travel-retail"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/51147","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=51147"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/51147\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/51150"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=51147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=51147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=51147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}