The 30-second spot is the first for Gentleman Jack in a wider Jack Daniel’s marketing push and will run in markets including the US, the UK, Australia and Germany. Called ‘Milestones’, the ad “encourages consumers to mark the special moments with the people who matter most”, Brown-Forman said yesterday.
Financial details were not disclosed.
Gentleman Jack is a premium version of Jack Daniel’s that is twice filtered through charcoal.
“Since 1987, Gentleman Jack’s double-mellowed whiskey has been perfectly fitting for celebrating life’s special occasions,” said Mark Grindstaff, group brand director for Jack Daniel’s super-premium brands. “For this spot, we wanted to carry on that tradition but also call attention to the smaller moments in our lives that are equally worth celebrating.”
Brown-Forman launched the Jack Daniel’s ‘Make it Count’ drive in October last year, framing the activation as the first “truly global” marketing campaign for the Tennessee whiskey. The marketing investment comes amid sales declines for the Jack Daniel’s brand, which has been impacted by on-premise lockdowns in major markets. In nine-month figures released in March, Brown-Forman disclosed an unspecified underlying sales reduction for the flagship whiskey marque.
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By GlobalDataEarlier this week, the 2021 edition of Brand Finance’s global alcohol brand rankings showed that the value of Jack Daniel’s had fallen 17% to $3.4bn on the year-prior.
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