The international tagline for Jack Daniel’s variant, Tennessee Honey, didn’t generate a buzz among Australian consumers with the task of finding a more suitable positioning given to Arnold Furnace.
In the US the brand was launched with the strapline “a little bit of honey, a whole lot of Jack”. But it didn’t fly with Aussie consumers.
In-depth research into the category and brand led Arnold Furnace to find creative spark in the similarity between a crowd of people and a cluster of bees from a distance.
As a result, the packs now feature what appears to be a swarm of bees attracted to a honey pot. On closer inspection the bees reveal themselves to be hundreds of party goers.
The local executions tagline is ‘draws a crowd’.
Tom Spicer, executive creative director, Arnold Furnace said: “Massive product shot, tick. Consumer education on how and where to enjoy the product, tick. Creative idea, tick. Pithy endline, tick.
“It’s not often an ad has to be so hard working but still manages to deliver its message with humour, style and simplicity.
“Of course what is conceptually simple isn’t always simple to produce – hats off to Steve and the crew at Cream for painstakingly working their 3D magic. There’s more detail in there than you can shake a stick at (and a prize for the first person to spot Jack).”
Nora-Kate O’Connell, brand manager for Jack Daniel’s, added: “Jack Daniel’s are thrilled with the new ‘Draws a crowd’ creative campaign. We believe it answers what was a tricky brief with a lot of demands, requiring both educational and emotional messages for our consumers.
“The surprise and delight that the “bees” concept delivers is spot on for the Jack Honey personality whilst the background tones, refreshment cues and the richness of the ‘Draws a crowd’ message is great for the more sociable member of the Jack Daniel’s trademark.
“Another outstanding job from Arnold Furnace and a clear case of a very happy client!”
Client : Nora-Kate O’Connell, Brand Manager – Jack Daniel’s Family of Brands Arnold Furnace Team: ECD – Tom Spicer Creatives – Luke Duggan and Cameron Brown Designers –Darren Cole, Nic Adamovich, Jonathan Miranda Producers – Chris Hulsman, Brigit Brice, Anneke Rose Group Account Director – Michael Stevenson Account Director – Ian Hartley Account Manager – Natalia Kowalczyk Agency Partners: 3D Design – Cream Studios Photographer – Adrian Cook