HISTORY :
Jack Daniel’s is a brand whisky of and the top selling American whiskey in the world. It is produced by the Jack Daniel Distillery, which has been owned by the Brown- Forman Corporation since 1956.
CORE CUSTOMER :
Whisky drinkers who choose one blend when they’re young and stick with it till they’re old.
Upper Middle Class / Upper Class urban individuals
A high profile working Man’s Whisky.
The typical Jack Daniel’s fan is a working male on a good position, 30 years old and older, with little time for selfies and hashtags, who values authentic things that exist in the real world. They are the “doers” who like working with their hands. They dislike pretentious bars, brands, and people and their preferred whiskey is Jack Daniel’s.
INSIGHTS :
Jack Daniel’s celebrates and evokes pride in personal authenticity, independence, and integrity.
An icon’s power is in its timeliness. What was recognized as independence and integrity 60 years ago still rings true today. This is what Jack Daniel’s represents.
The values of the brand are universal, regardless of gender, age, nationality or culture. Jack Daniel’s is a successful global brand because it represents values that are universally respected – values that people everywhere can identify with.
BRAND IMAGE :
The product speaks to the consumers’ sophistication, sensuality, and respectability. It’s strong and responsible, with no-nonsense attitude. The Black image through packaging and the product name pulls together the design and emotion. When Black Jack is purchased or is being consumed in public, it conveys a confident vibe of the drinker to everyone around.
TONE OF VOICE :
Jack Daniels does not attempt to oversell, or over promise, but instead simply focus on their brand’s true identity of being respected, sophisticated, strong and responsible.
