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.