Latest Jack Daniel’s campaign uses music to enhance flavour, via We Are Different
A new campaign for Jack Daniel’s spruiking its premium whiskey, Jack Daniel’s Bonded, features a science-backed music track, created to enhance the bold whiskey flavours.
The work was developed by creative agency We Are Different and Jack Daniel’s, along with its experiential partner, The Park.
The brand worked with Professor Charles Spence, a leading academic at the University of Oxford, who provided insights on how sound can interact with taste.
String Musicians Australia then created the track, based on the findings rprovided by Spence.
Chris Fletcher, master distiller at Jack Daniel’s, said: “We’re constantly looking for new ways to elevate the tasting experience of our whiskey. Jack Daniel’s and music have always had a special connection, and what a better way to bring the two together than with a tailored piece of music that’s proven to bring out the bold and exceptional flavour notes of Bonded.”
Stuart Terry, We Are Different founder and director, added: “In a crowded whiskey category, Jack Daniel’s is known for being bold and standing out. ‘The Sound of Bonded’ is no exception, helping introduce the brand’s newest premium skew to the Aussie palette in a new and exciting way. The campaign is driving reach and engagement across events, national news and social content.
“It’s been a massive team effort and one we’re very proud of.”
The campaign is rolling across social and digital, and is being supported across PR and events.
Credits:
– We Are Different: Public relations
– The Park: Event production
– David Truasheim: Content production
– Scott Henry: Client lead
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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