Jack Daniels focuses on charcoal and core values in first work from M&C Saatchi
M&C Saatchi has released its first work for Jack Daniels since winning the account in December last year from incumbent agencies Mr Wolf and Arnold Furnace.
In its latest social, digital and out-of-home campaign, the American whiskey brand has focused on the way it uses charcoal to filter “every drop”.
The ad channels filters used on social media platforms including Instagram.
“The only filter we’re a fan of is Charcoal. We’re also a fan of drinking responsibly” the ad states.
Sharon Edmondston, creative director at M&C Saatchi, said in a statement: “It’s exciting to bring this much-loved and iconic brand to life. What a fascinating experience it has been to delve
into the core values of Jack’s over 150-year-old brand and see how culturally relevant those values still are today.”
Marisa Murray, head of marketing at Jack Daniels, added: “We’ll be the first to admit that charcoal might not make for the most exciting picture. But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”
Credits:
- M&C Saatchi
- Cam Blackley, Chief Creative Officer
- Sharon Edmondston, Creative Director
- Avi Azouz, Senior Copywriter
- Chris Cheesman, Senior Art Director
- Tyler Wilson, Planning Director
- Celia Wallace, Senior Business Director
- Joshua Johns, Account Manager
- Mandi Bateson, Head of Social
- Clancy Walsh, Senior Social Content Strategist
- Jack Daniel’s
- Marisa Murray, Head of Jack Daniel’s Marketing and Shopper at Brown-Forman
- Natalia Kowalczyk, Senior Brand Manager
- Erin Kerr, Brand Manager
- Sophie Carrad, Digital Communications Manager
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Another agency, another dull campaign. Repeat.
Might be time for a new marketing team.
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