Launching a brand new JD with a bang
and a buzz
Jack Daniel’s is one of those iconic brand every creative dreams of touching once in their career. So we were delighted to get our hands on the brief launching their new Tennessee Honey variant. This was the first new product launch they had done in a long time and it was incredibly important that it was handled with integrity.
Jack Daniel’s advertising is consciously very traditional and tells true stories, often drawn from the life of Jack, or the town of Lynchburg, home of the distillery. But how do you create authentic Lynchburg stories for a brand that's just been born?
In true JD style, we decided to celebrate the the little things in life. In this case the stars of the show were the tiny Tennessee honey-bees.
In parallel to some traditional cross-track and print advertising we created a ripping selection of taxi-sides and digital media. We even persuaded the client to make a 3D cinema ad to run at the start of the new Startrek film.
The JD client liked the work so much they made Jon chief European bee-keeper (brand guardian).
