GETTING JACK'S ATTITUDE BACK

THE PROBLEM

How to create a brand story that reignites interest and edge to a mainstream-perceived icon?

THE APPROACH

A unique approach to uncovering the aspects of the brand's DNA and how this could be communicated to and resonate with consumers.

40

Distinct comms concepts developed and crafted

25,000

Respondents tested across 6 countries

1

Clear story-telling element of the brand to take forward

THE SOLUTION

The research delivered a clear viewpoint on what the most motivational and credible story-telling elements of the brand were globally.

THESE LEARNINGS GAVE THE CONFIDENCE TO EMBRACE A NEW CREATIVE DIRECTION

away from Lynchburg and ultimately lead to the new ‘Make It Count’ global platform.

AFTER THE GLOBAL ROLLOUT AND SUCCESS, OF THE WINNING CAMPAIGN FOR JACK DANIEL'S,
LBA was approached by Brown-Forman with the task of developing communication territories and concepts for the other leading brands in their portfolio: