Jack Daniel's: Hands

Jack Daniel's Tennessee Whiskey is iconic and enduring. The square glass bottle. The signature No. 7 mark. And most importantly, the taste.

The fastest-growing of the top 10 global spirits brands in fiscal 2015, Jack Daniel's and its products, its values and its traditions have been standing the test of time for nearly 150 years, no matter how much the world is changing around it. And although it isn't easy to keep those things intact, Jack Daniel's believes it's worth the effort – especially at a time when 68% of consumers say they only buy products that appeal to their beliefs, values or ideals (GFK, Apr. 2015).

This commitment to embracing its authenticity has helped Jack Daniel's grow throughout different cultures on the global stage. And through its first-ever multi-platform global brand campaign for Old No. 7 – "Whiskey Making" – Jack Daniel's and global creative agency Arnold Worldwide are continuing to strengthen the brand's roots – capturing stories that demonstrate the values of Jack Daniel's Tennessee Whiskey, and telling them in a way that is globally relevant to friends old and new.

"Whiskey Making" seeks to reinforce the brand’s position as a category leader by acknowledging its history, while honoring a commitment to its authenticity. The integrated campaign comes to life through a series of television, print, social, OOH and digital videos in the US, UK, Germany, Australia, Belgium and Canada, with other markets rolling out in 2016. Starting next week in the UK (11/9), Jack Daniel's will be kicking off video on demand/pre-roll and launching The "Old Fashioned" ad in cinema on 11/13, and certain campaign elements/spots are currently running in the US and Canada.