Set to launch on Thursday, 1 October, the campaign comprises multiple executions on TV, social, digital, OOH and print platforms in over 100 countries, including South Africa.

The brand says that it wanted to fuel its global status and, therefore, it was time for Jack Daniel's to showcase its unique view of the world. The new campaign, 'Make it Count', focuses on the impact on peoples' lives when they decide to choose boldly and with purpose every day, much like 'Mr. Jack' did throughout his own life.

The 60-second global TVC 'First Timers' kicks off the campaign showcasing Jack Daniel's consumers who decide to live boldly and try something they’'e always wanted to do. 

The new campaign is by creative agency Energy BBDO. 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, says the brand. 

"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," says 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 globalisation of our Jack Daniel's brand." 

"The idea of 'Making it Count' really resonated well with the South African market, who are long-standing Jack Daniel's consumers and fans of the brand," says the brand.

Megan Macnab Harvie, marketing manager for Jack Daniel's South Africa, says, "The 'Make It Count' campaign is global in every sense of the word, balanced with very inclusionary local collaboration and 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 and reflection, 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," adds Harvie.

"Relaunching an iconic brand like Jack Daniel's? We've always wanted to do that. It has been a wonderful collaboration with our client partners and we're thrilled for what’s to come," concludes Josh Gross and Pedro Pérez, co-chief creative officers of Energy BBDO.

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