Jack Daniel’s is introducing its first truly global creative campaign, “Make it Count.”
The new campaign focuses on the impact on peoples’ lives when they decide to choose boldly, much like Mr. Jack did throughout his own life. In these current times, now more than ever people must embrace their inner call.
Whilst “The Make It Count” campaign is truly global, it speaks to the resolve of Kenyans, connecting them with likeminded Jack Daniel’s fans worldwide. We’re excited to be part of this new chapter for the brand while still staying authentic to our roots. With 2020 being a year of challenges, we could all take a leaf out of Jack’s book to live boldly and with purpose every day and in doing so to make each moment count. David Mwangi Mutunga, Jack Daniel’s Brand Ambassador for Kenya explains.
This new tone reflects the spirit of the Kenyan consumer, many of whom are already long-standing Jack Daniel’s consumers and fans of the brand. Kenyans are choosing to live with purpose each and every day and in doing so to make each moment count. Jack Daniel’s stands side-by-side in these moments with them.
The inspiration for the campaign
comes from a vintage Jack Daniel’s ad that read “Proudly served in fine
establishments and questionable joints.” It served as a reminder that Jack is
for everyone. As a result, “Make It Count” is about its fans who grab life by
the horns and make the most of their experiences.
With ‘Make it Count’ we have a long-term platform that resonates with consumers, especially in today’s environment, and carries the message of Jack’s bold, independent spirit,” said Matias Bentel, Chief Brands Officer of Jack Daniel’s parent company, Brown-Forman. “We know that this world class creative will continue to drive the successful globalization of our Jack Daniel’s brand.