Jack Daniel’s Tennessee Whiskey has debuted its latest brand work via M&C Saatchi, the first campaign from the agency since it won the account in January.
The work demonstrates the simplicity and authenticity of Jack Daniel’s with its charcoal filtering process which makes it a smooth sippin’ Tennessee whiskey.
‘The only filter we’re a fan of is charcoal’ campaign will roll-out across social, digital and major out-of-home sites nationally.
M&C Saatchi creative director Sharon Edmondston said, “It’s exciting to bring this much-loved and iconic brand to life.
“What a fascinating experience it has been to delve into the core values of Jack’s over 150-year-old brand and see how culturally relevant those values still are today.”
Jack Daniel’s head of marketing Marisa Murray added, “We’ll be the first to admit that charcoal might not make for the most exciting picture.
“But the fact is, we can’t make Jack without it and so we’ve made it the focus of this campaign with the help of M&C Saatchi.”