Jack Daniel's has been selling its "Gentleman Jack" whiskey variety since the late 1980s, positioning it as "silky and warm" with a smoothness that comes from being charcoal-filtered twice. But for all of its life, the super-premium Tennessee whiskey has been overshadowed by regular black-labeled Jack, which has sucked up most of Brown-Forman's media budget. That will begin to change this weekend, when the Gentleman makes his first TV appearance with an ad that will air Sunday night during the premiere of Anthony Bourdain's "Parts Unknown" series on CNN. From now through December, the marketer expects to spend at least $7.7 million on media for the campaign, called "The Order of the Gentlemen," which will include print, out-of home and digital. Havas-owned Arnold Worldwide handled all the creative while Interpublic Group of Cos.' UM is the media agency.
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