Mike Smith and Dave Swaine, will co-manage advertising for Jack Daniel's Original Hard Cola, the new flavored malt beverage that will debut in July from Miller Brewing Co. and Brown Forman Beverages Worldwide, owner of the Jack Daniel's Tennessee Whiskey brand.
As agency of record for Jack Daniel's Original Hard Cola, Arnold Worldwide-St. Louis is developing a fully integrated TV, print, radio and outdoor ad campaign for the new flavored malt beverage. Smith and Swaine have each been named vice president and associate creative director.
Smith and Swaine previously were vice presidents at D'Arcy Masius Benton & Bowles in St. Louis and created the famous Budweiser frogs advertising concept, which won a Cannes Lion award at the Cannes Film Festival among many other awards. The duo also created the oft-praised TV spot with a pair of frustrated squirrels high on a phone line for Southwestern Bell, handled the re-launch of Molson beer, and crafted the award-winning Skittles rainbow campaign.
In March, Brown-Forman and Miller Brewing announced a venture to launch the Jack Daniel's flavored malt beverage to enter the fast-growing "malternative" market comprised primarily of adult consumers in the 21-30 age range. The beverage will be available in pubs and restaurants across the U.S. this summer and at retail locations nationwide by September.
Last week, Arnold Worldwide-St. Louis won a Gold Award in the 2002 National ADDY Awards hosted by the American Advertising Federation for creative work produced for Jack Daniel's.