Work: Jack Daniel's

Overview

The Goal

The Goal

Jack Daniel's - The Goal
  • Be stewards of the brand

    and continue to connect with existing and new “friends of the brand”.
  • Brand Champion

    Continue to champion the story of this iconic brand.

The Strategy

The Strategy

Jack Daniel's - The Plan
  • Grow the passion for the brand

    Capture and share the stories of the people who make it and enjoy it every day all around the world.

The Execution

The Execution

Jack Daniel's - The Execution
  • Brand Education Program

  • New Product Launches & Events

  • ORIGINAL PODCAST SERIES & VIDEO STORYTELLING

  • CELEBRITY BRAND AMBASSADORS & MEDIA SPOKESPEOPLE

  • INTERNATIONAL DIRECT MAIL CAMPAIGN

  • WEB & SOCIAL CREATIVE AND EXECUTIONS

The Results

The Results

launched new brands

Since 1987, the Jack Daniel’s account team has made the journey from 3 brands to over a dozen. After launching Gentleman Jack, we introduced Single Barrel, Tennessee Fire, Tennessee Honey, Sinatra, most recently, Tennessee Apple and more.

Increased Sales

Jack Daniel’s Old No. 7 is the #1-selling whiskey label in the world that is available in more than 170 countries, beginning with 5MM cases sold annually to now over 20MM.

Podcasts & Documentary

We launched a podcast, Around the Barrel, which ranks in the top 20% of iTunes podcast downloads. Additionally, produced a soon to be released feature length documentary.

Lifelong Partnership

FINN Partners is the official brand historian. We train the future leaders of Jack Daniel's.

Jack Daniel's - The Results
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