Jack Daniel’s Old nº7: Reinventing Independence.
Context and Challenge
Jack Daniels is the number-one whiskey in the world. It is a strong icon of independence that has reached the heart of many generations but had become a nostalgic and overly mature brand for the under 30-year-olds. Our challenge at Added Value and DBrand Dreams since 2008 was to make Jack Daniel’s cool and relevant among the millennial generation.
Journey
This journey has been about exploring and understanding independence among millennial youth and discovering how independent music connects to creativity in order to inspire brand love among young and free creative minds around the world.
Idea
Under the umbrella idea 'Share Your Independence' the results were a series of multichannel advertising campaigns and music gigs, festivals and independent night parties developed by Arnold Worldwide creative agency in the US and adapted by local media agencies that rejuvenated the brand without losing its strong authentic heritage of
Tennessee whiskey makers.