Brown-Forman Global Travel Retail is launching a “We Are Jack” campaign to promote Jack Daniel’s whiskey to travellers across 50 airports worldwide.
Focusing on the US whiskey’s authenticity and taste, the promotion will tell passengers that Jack Daniel’s is “the whiskiest whiskey from Lynchburg, Tennessee”.
Brown-Forman Global Travel Retail Vice President and Marketing Director Aude Bourdier said: “Jack Daniel’s is a whiskey that for 153 years has remained true to its core values of independence, authenticity and integrity as established by Mr Jack himself. Our new We Are Jack campaign being launched in over 50 airports worldwide is designed to introduce those values to new friends and reinforce it among the legions of Jack Daniel’s loyalists everywhere.”
She added: “Truth is more powerful than marketing fiction and the We Are Jack campaign is designed to emphasise the fact that Jack Daniel was a real person, his distillery is located in a real place and the people who make it are passionate and loyal professionals whose motto goes back 153 years: Every day we make it, we’ll make it the best we can.”
Bourdier said the campaign represented “a sizeable financial commitment’’ by Brown-Forman Global Travel Retail.
“We are very pleased with the positive reception We Are Jack has received from our retail partners,’’ she said. “They have embraced the campaign completely and will work closely with us to bring the history and authenticity of Jack Daniel’s Tennessee Whiskey – as well as news of the special people who make it – to international travellers in airports around the world.”
We Are Jack displays and other activation features are scheduled to begin appearing in major international airports this autumn.
