Jack Daniel’s launches global “Make it Count” campaign


Jack Daniel’s, the world’s most valuable spirit brand, is launching its first truly global creative campaign, “Make it Count” to showcase a new way of thinking for the 154-year-old brand that celebrates the people who drink it.

Launching in the UK on Monday, 12th October, the new ‘First Timers’ advert aired on ITV at 8.45pm, showing Jack Daniel’s fans who choose to live boldly and try something they’ve always wanted to do.

The 20 second film is part of a cross-channel campaign, including TV, social, digital and out of home, both within the UK, and throughout over 100 countries worldwide.

The launch will see planned activations both in-store and online across numerous retailers, alongside a far-reaching Amazon campaign, including targeted search and brand store takeover.

“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.

As a pioneer of Tennessee Whiskey and leader of the American Whiskey category, Jack Daniel’s accounts for 51% of the American Whiskey market in the UK Off Trade, growing at a rate of +15% MAT.

The launch of the new campaign follows also ties in with seasoned whiskey maker, Chris Fletcher, being named the company’s new master distiller/

Mr Fletcher, who is grandson of former master distiller Frank Bobo, will be responsible for the overall quality of Jack Daniel’s from “grain to glass,” innovation and will serve as a global ambassador.