Brown-Forman is affairs out the stops to augment acquaintance of Jack Daniel’s’ exceptional brand, Gentleman Jack, and get admirers of the aboriginal Jack Daniels to try it.
A new 30-second Gentleman Jack TV atom (below) from Arnold Worldwide parodies Vanity Fair’s characteristic celebrity photography style, with Jack Daniel’s distillery advisers dressed in academic wear, arresting allure poses on the bounds in Lynchburg, Tenn.
“These are the bodies who accomplish Gentleman Jack. Cultured. Refined. As bland as the whiskey itself,” says a voiceover.
But the accent bound shifts, as the aforementioned association are apparent in their accustomed garb, and the voiceover explains: “Just kidding. They’re the aforementioned association who accomplish Old No.7. They aloof booty the time to aged it twice.’
Message: Gentleman Jack is a footfall up — at $30, about $8 added per canteen — but it’s still fabricated by the aforementioned people, for the aforementioned people, who adulation Old No. 7.
The new attack aims “to affix Gentleman Jack to the aforementioned affair that makes Jack Daniel’s appropriate — the pride and adroitness that goes into our whiskey,” summed up Gentleman Jack all-around cast administrator Matt Blevins.
“Gentleman Jack is about that added band of refinement, but we knew we had to break accurate to the bodies in Lynchburg who accomplish it. So we took that arch on and had fun,” added Arnold Worldwide controlling artistic administrator Wade Devers, who letters that the distillery workers were “totally up for” the idea.
The attack additionally includes print, influencer partnerships and amusing media.
Later this year, Brown-Forman will absolution a limited-edition, “extra mature,” 86-proof adaptation of Gentleman Jack ($37.99 appropriate retail price). It will appear in a canteen with a metallic, engraved characterization aggressive by the one-of-a-kind handcrafted Patek Philippe abridged watch that was beat by architect Jack Daniel.
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