Jack Daniel’s has launched its first truly global creative campaign; ‘Make it Count’ is a new way of thinking for the brand and celebrates the people who drink ‘Jack’.

The campaign focuses on the impact that choosing boldly and with purpose has on peoples’ lives every day and is being brought to life through TV, social, digital, out of home and print platforms in more than 100 countries.

“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 at Brown-Forman. “We know that this world class creative will continue to drive the successful globalisation of our Jack Daniel’s brand.”

The new campaign is by creative agency Energy BBDO. The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack is for everyone. As a result, “Make It Count” is about its fans who grab life by the horns and make the most of their experiences.

“Relaunching an iconic brand like Jack Daniel’s? We’ve always wanted to do that. It has been a wonderful collaboration with our client partners, and we’re thrilled for what’s to come,” said Josh Gross and Pedro Pérez, Co-Chief Creative Officers of Energy BBDO.

The campaign is being kicked off by ‘First Timers’  showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do, and you can see the video below.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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