Jack Daniel’s
spot encourages
whiskey drinkers
to enjoy sweet
new flavor with
bold confidence
FCB Chicago helped launch Tennessee Apple with a rocking trip through infinity.
According to an agency press release, the sweet new Jack Daniel’s variety garnered an “overwhelmingly positive” reception when it landed on shelves around the nation earlier this month. Moving forward, the branded flavor will get an additional boost from a fully integrated launch campaign called Pick Boldly that was created in partnership with FCB.
The first spot for the campaign mixes hypnotic visuals and rocking blues into a 30-second mesmerizer called Infinite Apple.
FCB CHICAGO
INFINITE APPLE | TENNESSEE APPLE
Overcoming flavor anxiety
According to FCB Chicago Executive Creative Director Teddy Brown, the Pick Boldly campaign lets consumers make a statement by ordering the sweet taste of apples while embracing the confidence of whiskey.
“Too often, people entering social situations reach for a beverage they don’t actually enjoy due to ‘flavor anxiety,'” he says. “With Jack Daniel’s Tennessee Apple, drinkers can choose the taste of crisp, refreshing apples and the bold character of Jack.”
Representing some of FCB’s first Jack Daniel’s work since being named global agency by Brown-Forman, Infinite Apple is reinforced by a 15-second teaser video designed to build excitement among loyal consumers before the launch.
Jack Daniel’s Master Distiller Jeff Arnett says that the new flavor carries on the tradition of its namesake.
“Mr. Jack was known for being an innovator and always exploring how to do things differently, including adding different flavors and ingredients,” he explains. “Tennessee Apple couples the character of our Jack Daniel’s Tennessee Whiskey with the taste of crisp, green apples. It’s like a freshly picked apple in a glass of Jack.”
Infinite Apple will air in key programming during MLB, NFL and WWE events.
Credits
Client: Brown-Forman
Chief Brands Officer Brown-Forman: Mark McCullum
Managing Director Jack Daniel’s Family of Brands: Matias Bentel
Global Brand Director Jack Daniel’s: Casey Nelson
Brand Manager Jack Daniel’s: Hugo Wynter
Agency: FCB Chicago
Chief Creative Officer: Andrés Ordóñez
EVP, Executive Creative Director: Teddy Brown
Creative Director: Quanah Humphreys
Art Director: Sean Ellis
Sr. Copywriter: Will Sharpe
Send your account updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
