GETTING JACK'S ATTITUDE BACK
How to create a brand story that reignites interest and edge to a mainstream-perceived icon?
A unique approach to uncovering the aspects of the brand's DNA and how this could be communicated to and resonate with consumers.
Distinct comms concepts developed and crafted
Respondents tested across 6 countries
Clear story-telling element of the brand to take forward
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: