Jack Daniel’s Uses First Global Campaign ‘Make it Count’ to Connect Consumers Around the World

by David

With the launch of the film “First Timers” the iconic Tennessee whiskey brand celebrates its loyal fans whilst cherishing local roots

Jack Daniel’s is introducing its first truly global creative campaign, “Make it Count.” Having launched in October, the campaign is brought to life through TV, social, digital, out of home and print platforms in over 100 countries including Kenya. 

The campaign showcases a new way of thinking for the 154-year-old brand that celebrates the people who drink it and the lives they lead. The new campaign, “Make it Count”, focuses on the impact on peoples’ lives when they decide to choose boldly, much like Mr. Jack did throughout his own life. In these current times, now more than ever people must embrace their inner call. 

Jack Daniel’s brand ambassador David Mwangi

This new tone reflects the spirit of the Kenyan consumer, many of whom are already long-standing Jack Daniel’s consumers and fans of the brand. Kenyans are choosing to live with purpose each and every day and in doing so to make each moment count. Jack Daniel’s stands side-by-side in these moments with them. 

David Mwangi Mutunga, Jack Daniel’s Brand Ambassador for Kenya explains: “Whilst “The Make It Count” campaign is truly global, it speaks to the resolve of Kenyans, connecting them with likeminded Jack Daniel’s fans worldwide. We’re excited to be part of this new chapter for the brand while still staying authentic to our roots. With 2020 being a year of challenges, we could all take a leaf out of Jack’s book to live boldly and with purpose every day and in doing so to make each moment count.”

Women who Whisky at a Jack Daniel’s women only tasting

The inspiration for the campaign comes from a vintage Jack Daniel’s ad that read “Proudly served in fine establishments and questionable joints.” It served as a reminder that Jack is for everyone. As a result, “Make It Count” is about its fans who grab life by the horns and make the most of their experiences.

A 60 second film titled “First Timers” will kick off the campaign, showcasing Jack Daniel’s consumers who decide to live boldly and try something they’ve always wanted to do. You can watch the video here. “First Timers” was shot in Kiev, Ukraine following all social distancing protocols. Renowned Director Ian Pons Jewell led the five-day shoot overseen by teams via Zoom, with members from every possible time zone tuning in to create the final product.

“With ‘Make it Count’ we have a long-term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalization of our Jack Daniel’s brand.” 


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