Jack Daniel’s wants to ‘Make it Count’; announces the global relaunch of its brand
Unveils its new brand platform titled ‘Make It Count’, the first truly global campaign in its 154-year history
In a historic move, Jack Daniel’s is being relaunched globally with a new brand communication platform; ‘Make it Count’ As part of the rebranding exercise, Jack Daniel's, the world’s highest selling premium whiskey, intends to inject new energy into the brand - with the introduction of a new tagline 'Make It Count' - a first for Jack Daniel's.
As a brand that is globally loved and is found in more than 170 countries around the world, ‘Make It Count’ showcases a new way of thinking for the 154 year old brand that celebrates the people who drink it. Make It Count is brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries simultaneously. As a global brand that wanted to fuel its iconic status, it was time for Jack Daniel’s to showcase their unique view of the world. The new campaign, “Make it Count”, focuses on the impact on peoples’ lives when they decide to choose boldly and with purpose every day, much like Mr. Jack did throughout his own life.
The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack is for everyone. As a result, “Make It Count” is about its fans who grab life by the horns and make the most of their experiences.
“With ‘Make it Count’ we have a long term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalization of our Jack Daniel’s brand.”
“We are excited to launch this new creative platform which cuts across cultures and is a simple articulation of living boldly and making the most of every moment, said Vineet Agrawal, Marketing and Commercial Director, India Area, Brown-Forman. “We know that is how Jack lived his life and we think these values still resonate today. The new creative platform reintroduces Jack Daniel’s to the world in a big, bold way that would create meaning and difference in the hearts and minds of the next generation of consumers.”
‘Make it Count’ is a long-term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit. ‘Make It Count’ will be celebrated and brought to life in India market as well through a multitude of brand activities over the next few months.