Where we're at
We have an Issue with
Ironically caused by our own
Jack isn't a whiskey
It's a set of
What does
Drinking Jack
say to
What does
Drinking Jack
tell the
If something starts to feel
Mass produced,
it de-powers the affirmation around appreciating craft
When your 'club' becomes
less exclusive,
membership says less about you
Others
Myself
Does this unlock a way to approach
RTD and FS?
FS drinking tends to bias towards lower social environments (ie more internalised)
RTD drinking tends to bias towards higher sociable environments (ie more Externalised)
By creating two versions of the one campaign, one more focused on the extroverted (externalised) RTD market, the other on the Introverted (internalised) FS market, we can create a single unified campaign, but with a targeted approach that's true to our unique RTD heavy market.
(although it is slightly oblique)
This thought means something different in the US vs Australia>>
If Lynchburg itself doesn't have deep meaning, does this deliver specialness?
Question 1
Can we just execute the thought of 'Every drop' slightly differently?
Question 2
What is the bigger thought that sits above 'Every Drop' that might lead us to more Australian appropriate creative (including RTDs) while still remaining true to the global idea.
Our Values
Starting with the man himself, Jack Daniel's has always stood for doing things the right way - even more so when that's not the easy way.
Taking short-cuts or pretending to be something we're not would be a betrayal of all that Mr Jack stood for.
When people buy a bottle of Jack, they expect to be buying a real bottle of Jack. And a real bottle of Jack is made using the original ingredients, following Mr Jack's unique charcoal mellowed process and is only crafted by the experienced hands of the people in the original and only Jack Daniel's distillery. It's why we have never and will never trust anyone else make Jack Daniel's
