• by Fern Siegel , Yesterday

Jack Daniel’s has been an iconic whiskey for decades. Frank Sinatra called it the “nectar of the gods” and was buried with a bottle of Jack Daniel’s Old No. 7. It was also the drink of choice for “Mad Men's” Don Draper.

While brand marketing has long positioned the Tennessee whiskey as enjoyed by those who defy convention — think rock stars The Rolling Stones, Bono and Slash — a new campaign targets a new generation.

“That’s What Makes Jack, Jack,” the latest creative by Energy BBDO emphasizes the brand’s enduring commitment to traditional whiskey-making techniques, particularly its signature charcoal mellowing process.  The spots —  “The Call”  and “The Drop” — set Jack Daniel’s apart from competitors, highlighting its flavor and timeless quality.

“Say the name Jack in any bar in the world and everyone knows what you’re talking about. But to too much of the world, Jack’s become just a bottle, a T-shirt. This campaign aims to reclaim the name and redefine it for today, reintroducing the brand with the iconicity Jack deserves,” Robin Laurens and Jonathan Fussell, executive creative directors, Energy BBDO, told Agency Daily. 

The campaign launched globally this month, targeting a broad spectrum of current and future Jack drinkers.

“We are pleased to see it consistently perform significantly above benchmark on critical KPIs, highlighting its appeal, impact, and ability to deliver the compelling message that Jack is a whiskey like no other,” added Mark Bacon, SVP, global managing director, Jack Daniel’s.

Jack Daniel's is produced at Jack Daniel Distillery in Lynchburg, Tennessee. The Brown–Forman Corp. has owned the brand since 1956.