Jack Daniel’s re-enforces its core values in local campaign via The Business Marketing Group

Jack Daniels and The Business Marketing Group have produced the biggest above the line advertising campaign for the brand in New Zealand in years.

Running from November through to February 2020, TBMG worked closely with the global creative team and their direction of ‘We are Jack Daniel’s’ and tailored it to the local market.

The campaign re-enforces the brand’s core values of independence, authenticity, integrity and loyalty.

Says Luke Seeney of Jack Daniel’s: “In a tough market, and at a premium positioning, it’s great to see the brand thriving commercially. We know the importance of focusing on long term brand building and it works for us. We are excited about this campaign as it takes the best of a global direction and really delivers through the line here in NZ.”

While OOH, digital, cinema, pre-roll and social forms the basis of the campaign activity, unique NZ promotions have also been created to support the advertising.

Client – Jack Daniels
Luke Seeney – Senior Brand Manager
The Business Marketing Group:
Ben Cochrane – Managing Director
Craig Farndale – Creative Director
Hazel Thomas – Account Director
Chloe Lim – Senior Account Manager
Ross Davies – Senior Designer
Oliver Garside – Social Media Manager
Media – The Attention Works
Jason Theodore – Director