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Jack Daniel’s announces Global Relaunch of its Brand

17 November 2020

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Unveils platform titled ‘Make It Count’, first global campaign in its 154-year history.

As part of the rebranding exercise and for the first time in its 154-year history, Jack Daniel’s is being relaunched globally with a new brand communication platform titled ‘Make it Count’. The idea behind the new tagline is to inject new energy into the brand.

With the new tagline the brand is looking to showcase a new way of thinking in its 154-year history to celebrate the people who drink it. And the campaign around is being focused 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 new campaign will be brought to life through multiple executions on TV, social, digital, out of home and print platforms in 100+ countries simultaneously.

The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.”

“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.

The brand hopes that the ‘Make it Count’ platform in the long-term resonates with the consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit. The ‘Make It Count’ campaign will be celebrated and brought to life in India market as well through a multitude of brand activities over the next few months.

“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,” Vineet AgrawalMarketing and Commercial Director, India Area, Brown-Forman.

This report was contributed by knowledge partner