Jack Daniel’s new Tennessee Honey ‘Draws a Crowd’
Jack Daniel’s is promoting its new Tennessee Honey product with a print and digital campaign which has ignored the popular US strapline of ‘A little bit of honey a whole lot of Jack’ in favour of the punchier ‘Draws a Crowd’.
The US tagline did not resonate as well with consumers in Australia as it had in other markets which led Arnold Furnace, the creative agency behind the campaign, to develop a new one.
Drawing on the unlikely similarity between a crowd of people and a cluster of bees at a particular distance, scale and colour, the campaign features a large shot of the product with a cluster of what appear to be bees over one side of it but upon closer inspection are people.
Tom Spicer, ECD Arnold Furnace said: “Massive product shot, tick. Consumer education on how and where to enjoy the product, tick. Creative idea, tick. Pithy endline, tick.
“It’s not often an ad has to be so hard working but still manages to deliver its message with humour, style and simplicity. Of course what is conceptually simple isn’t always simple to produce – hats off to Steve and the crew at Cream for painstakingly working their 3D magic. There’s more detail in there than you can shake a stick at (and a prize for the first person to spot Jack).”
Nora-Kate O’Connell, brand manager, Jack Daniel’s added: “Jack Daniel’s are thrilled with the new ‘Draws a crowd’ creative campaign. We believe it answers what was a tricky brief with a lot of demands, requiring both educational and emotional messages for our consumers.
“The surprise and delight that the “bees” concept delivers is spot on for the Jack Honey personality whilst the background tones, refreshment cues and the richness of the ‘Draws a crowd’ message is great for the more sociable member of the Jack Daniel’s trademark. Another outstanding job from Arnold Furnace and a clear case of a very happy client.”
Credits:
Arnold Furnace Team:
- ECD – Tom Spicer
- Creatives – Luke Duggan and Cameron Brown
- Designers –Darren Cole, Nic Adamovich, Jonathan Miranda
- Producers – Chris Hulsman, Brigit Brice, Anneke Rose
- Group Account Director – Michael Stevenson
- Account Director – Ian Hartley
- Account Manager – Natalia Kowalczyk
Agency Partners:
- 3D Design – Cream Studios
- Photographer – Adrian Cook
Client
- Nora-Kate O’Connell, Brand Manager – Jack Daniel’s Family of Brands
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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I have to say the honey whisky’s are very drinkable
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subliminal: delivers a sting the morning after
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