Jack Daniel’s Whiskey

February 11th, 2011 |

Making Jack Black Back in 1986, I got to work on Jack Daniel’s in South Africa. Brown-Forman were considering pulling support for the brand,because South Africans drink Scotch Whisky not Tennessee Sipping Whiskey. Two very different flavor profiles. I am not certain that customer preferences are the same all over, but in South Africa we knew that tastes in liquor followed a consistent arc. People might experiment with perfumed or sweeter tasting liquor during their experimental years (18- 30). But once they passed thirty, there was a trend to settle down with http://cialis4dailyusedosage.com/ more conservative tastes. Dryer, more traditional flavors. Jack Daniel’s was advertising in financial publications and was skewed towards older audiences who had already settled on their drink of choice. We didn’t think there would be much willingness to experiment. At the time, media restrictions prohibiting advertising on radio were being lifted, so we thought it might be an opportunity to reach out to the younger

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18-30 audience who where can i buy viagra didn’t read much and certainly didn’t read financial publications and were still in the experimental phase of sampling different flavors. So, we settled on radio. One medium. No visual support for the brand. I knew that

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Jack Daniel’s had a strong voice and that it was held up as a classic example of brand storytelling. Why mess with success? The folks at Brown Forman sent us some 30 second scripts they had written for us. I asked whether we could have a shot at it and wrote :60 second spots that allowed the narrative to breathe and dramatize the slow lifestyle of the South. I also looked at how different countries (Australia and England) had executed their own Jack Daniel’s ads and, in the process, had distorted the brand voice. They sounded like Aussies and Englishmen ‘trying to sound like Americans. Even the print sounded wrong. I had Brown Forman send me every single Jack Daniel’s ad ever written along with their brand voice document which was very well written. They viagra generic

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them. Twenty years later they were still running the same spots. They subsequently freshened a few, but they maintained the same voice. Bottom line: Jack Daniel’s is the third biggest selling whiskey in South Africa and all this was achieved without any initial visual branding. Demographics in South Africa demand heavy outdoor advertising, with an

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along with English and Afrikaans). I must add that the peculiarities of liquor distribution in South Africa demanded an emphasis on experiential and relationship marketing directly with customers in illegal speakeasies. Brown Forman’s distributor did a great job ‘on the ground’. But I really believe that Otc cialis South African’s really connected with the authenticity of the Jack Daniel’s voice.


 
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