Challenge
Introduce the young Hispanic male consumer to Jack Daniel’s, a brand they’ve probably heard about but really don’t know.

Insight
Jack Daniel’s core values of authenticity and integrity are the same values shared and respected in the Hispanic community.

Strategy
By conveying how the values of the Hispanic community and Jack Daniel’s align, we piqued their curiosity and gave them a reason to relate to Jack Daniel’s and make it their drink of choice.

Execution
Developed an integrated multi-channel, multi-phase campaign that communicated the “Since 1886” campaign by emphasizing heritage, authenticity and integrity – values held in high esteem within the Hispanic community.